The online animal hang-out is called ' DruzhOK ' (meaning 'little friend' in Russian). The little friends in question will need to be registered by name, breed, gender and age, so that other owners can find them soulmates and - as Dozhd points out - pet suppliers can hone their online sales campaigns. Indeed, a petfood company is involved in the project, but Odnoklassniki insists that it will go ahead even if the sponsor drops out.