Mixx, similar to Digg, where users vote for favourite online content, whether news, video or images, and push it to the front page, has released Mixx Sifter, which opens up a dialogue between marketers and 2,000 Mixx users.
Advertisers, such as Orange, can upload up to five creative executions in Sifter at a time, where over the course of a week, Mixx users rank the overall content on a scale of one to five.
Users also provide qualitative feedback for the ads, their likes and dislikes, while advertisers receive the data along with the gender, age and general interest snapshot of those who voted.
At the end of the process, the highest rated creative is selected to appear in various positions across the Mixx website, including the homepage.
The beta version of Sifter will launch with brands LivingSocial.com and Clorox.
Mixx has also formed a partnership with GeniusRocket to provide the Sifter service to its clients.
As an incentive for engagement, Mixx users are rewarded with 'Karma Points' and entered into weekly prize draws.
The service is only open to Mixx's most dedicated users, those who spend a large number of hours on the website voting and submitting links and engaging in forums.
Chris McGill, Mixx founder, said this ensures the results are real and there can be no spiking of data or agenda.
McGill said: "Savvy retailers know that there has been a major paradigm shift in the media. It is no longer acceptable to simply talk at an audience. The audience now plays a role in what is important and how information is shaped.
"With Sifter, we're lending a voice to them both, and starting mutually-beneficial conversations with marketers and their targeted audience."
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