AFI BLOG: Media and Technology

Site asks, then aggregates - The Hollywood Reporter

SodaHead.com, an opinion-based social networking site, is being used by a growing number of entertainment and music brands — including 50 Cent, My Chemical Romance, All-American Rejects, Aly & AJ and Plain White T’s — to interact with their fans and create greater brand loyalty.

With its site centered on finding friends or so-called “sodaheads” who have common interests and passions through one-question “opinion polls,” SodaHead allows music brands to ask their fans such questions as which is their favorite song on an album, who they want a band to perform with at the Grammys or which is their favorite item in the band’s online store.

The polls are being turned into widgets that are branded with the name of the band or celebrity to make it look like their own and are being posted on their MySpace pages, individual sites or any one of a number of other sites or profile pages — either by the entertainment brands themselves or their fans. All the data collected by the polls, wherever they might live, are aggregated on SodaHead.com.

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