The website, which is edited by former Heatworld.com editor Isabel Mohan and goes live today, takes a tongue-in-cheek look at the world of celebrity under the strapline 'Gossip Gone Toxic'.
Mirror Group has also used this tactic with the Daily Mirror's football coverage, launching Mirrorfootball.co.uk last month.
allows users to vote celebrities up towards the A-list or down towards the Z-list.
Users will also be able to publish their views on famous people's outfits, comment on whether or not the right person was kicked off 'The X Factor' and pass their judgment on who is winning the PR war between Katie Price and Peter Andre.
The site will also deliver breaking news through "bleats", while a calendar will tell visitors when celebrity-focused events are happening, such as when Kate Moss's latest Top Shop clothing range is appearing in shops.
Finally, a "3am-in-a-flash" feature will enable time-pushed readers to quickly read up on the latest celebrity gossip.
The launch of the site, which has been in development for the past six months, is being backed by a marketing campaign including advertising in the Mirror, TV advertising, promotions and giveaways.
Richard Wallace, the Daily Mirror's editor, said: "3am.co.uk is innovative, clever, funny and brilliantly designed.
"We believe it will grow to become a must-bookmark for highly engaged audiences wanting the very best in celebrity news and comment. And we believe the commercial opportunities in having such an audience are very exciting."
The Daily Mirror launched the 3am column in 2000.
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