Using SNS's API, we developed an original service that enabled Mixi members to send a real-world New Year's greeting card using the postal system to their online friends even if they didn't know their friends' addresses or real names. For SNS users, this was a new type of communication; a hybrid of online and offline life. The service appealed strongly to young digital natives who felt that their online friendships were incomplete. In a real say, it expanded young people's sense of connection not only to other people, but also to an important Japanese custom.

Website hits topped 3.3 million UU and 18 million PV. Sign-up for the service vastly exceeded expectations: over 700,000 New Year's greeting cards were sent not only within Japan but from 167 countries. 70% of the people who used this service were in their 20s and 30s, proving that we effectively connected to our target. Through television, magazine, and newspaper coverage nationwide, we reached 60 million people, which converts to a media value of 1.2 billion yen.