The aim of this execution is to involve members of Goo Home, a social networking site, in the launch of a new service. People select social networking sites for the quantity of members, because the value of such sites lies in connecting with others. The new value we created is ‘the site where people can improve the environment by connecting to others’. For every 30 new members that join Goo Home, one real coral will be planted in Okinawa’s sea. Thus, environmental action is now a direct motivation to join Goo Home, instead of just expanding your network.
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