We wanted to bring millions of users to the event, so we created the special Christmas website 'mixi Xmas' on mixi, a No.1 Japanese SNS. It enabled people to enjoy the process of decorating their Christmas stockings and casual communication with their friends, so that people would keep coming back to the website every day until the end of the campaign. In mixi Xmas, users had put up their own Christmas stockings with bells, which become fancier as people ring bells, so they ring the bells for each other as well as sending messages and gifts to their friends.

Registered users exceeded 2,570,000 people, and over 5m messages/tweets regarding the campaign had been sent. Approximately 1.1m users visited the site daily. 34 companies sponsored the event and successfully reached users faster than via other media; many of them promised to become sponsors this year too. In addition, to utilise this popular online event in regard to marketing, we created an experimental advertising system that connects a mobile app and TV ads. It assured us that TV ads can show such promise. Thanks to the campaign, mixi has reached a new level in the field of web advertising.