The aim is to get members of “goo home”, a social media, in the launch of a new service. ”mixi” is the biggest and overwhelming social networking service in Japan. People seek social media for the quantity of members, because the value of social media lies in “connecting with others”. So, it is very hard for followers to attract many members in this market. We needed to give social media a brand-new value.

The new value we created is “the social media where people can improve the environment by connecting to others”. According to studies, corals have an effect on CO2 absorption. For every 30 new members for “goo home”, one real coral will be planted in Okinawa’s sea. Each planted coral will be pictured with a card printing 30 members’ registered nicknames. Members can view the picture of “their coral” on “goo home”. Thus, environmental action is now a direct motivation to join social media, instead of just expanding networks.