Crowdstorm.com will measure the ‘buzz' from product-inspired comments, recommendations, views and blog links using a wikipedia-type system.
‘Price comparison sites show users where to buy products, whereas Crowdstorm helps users find what to buy in the first place,' said Wilkinson.
Wilkinson set up Shopgenie in 1998, then merged it with the French-based Kelkoo.com. Kelkoo was sold to Yahoo! for nearly $600m (£318m) two years ago.
Crowdstorm is scheduled to go live later this month. Threepipe is targeting influential bloggers and podcasters as part of the launch campaign. It is on a four-month contract, after which the account will be reviewed.
‘It is crucial that we encourage as many content contributors and early adopters to the Crowdstorm site at this stage as possible. We have briefed Threepipe to communicate the immense potential of the site,' said Wilkinson.
The second stage of the campaign will involve targeting the more ‘traditional tech and offline media to reach a mass-market audience,' said Threepipe founder Jim Hawker.