Using SNS's API, we created a totally new service where Mixi online friends can send each other a New Year’s greeting card in the real world even if they don’t know the person’s real name or address. By introducing a new type of communication, that is a fusion of online and offline life, to digital native targets, we succeeded in reviving Japanese custom.

Sending a card is simplicity itself. Simply access a website, choose and customize a card, and name the recipient, who is sent an email asking if they want to receive a greeting card. If so, they input their address. And Japan Post would deliver the greeting card on New Year’s Day.Naturally, the service keeps people’s anonymity and personal information confidential, while creating a real e-commerce platform without the worry of IDs being stolen online.

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 fee value of 1.2 billion yen.

To solve the client's objective, a media agency and a media company collaborated in the development of a new system which opens doors for online users and has become a new model for business revenue. Moreover, this new online business model is promising as Intellectual Property with various potential business uses.