Since the earthquake and tsunami struck on March 11th many Japanese companies and organisations have been quick to develop new and innovative ways for the public to donate funds such as the Tsuytaya point scheme. One such company NicoNico Douga, a popular video sharing website in Japan, has found a unique way of harnessing its points system from its large user base.
The system works by allowing pre purchased points, normally used to view videos or buy games, to “like” a video through their Niko Niko Koukoku system, simply translated as “advertising system”. Each point is the equivalent of ¥1 and users may spend a minimum of 100 points in “liking” their chosen piece. Once “liked” those who donated can add their name and personal message to the video which becomes more prominently featured on the website . Popular Avex J-Pop artists and Japanese celebrities have also uploaded original messages accompanying many videos directly praising fans who have donated, and appealing to others to use their points.
Already, within just 48 hours of being launched the system has generated a staggering ¥89,354,200 from 97,721 users ($1.1 million) and is increasing rapidly each hour. With around 50% of Japanese males in their 20’s registered with Nico Nico Douga the potential for raising significant sums to help those affected in the North of Japan is tremendous. The CEO of Dwango, NicoNico Douga’s parent company Nobuo Kawakami personally commented on Twitter urging the sites users to log on and use their left over points to contribute to the cause.
At present all donations are being collected for Japan Red Cross, however as more charities begin to set up designated Earthquake appeals users will soon get the choice of which charity their donation actually goes to.
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