Considering the system Nintendo has set up for purchasing software through the Virtual Console (proprietary points rather than real currency) it seems Nintendo could find a variety of ways to give out these points.
First-party Nintendo titles have an activation code inside the game case that allows you to create an account on Nintendo.com and register that product to your account. This online account can then be linked to your Wii.
Why not reward players who take the time to register software (as Nintendo surely uses this valuable marketing info) by rewarding each registered title with Wii points?
This certainly wouldn't be unlike Nintendo. They used this same online registration system several years ago to reward gamers who registered three GameCube games with a free copy of LoZ: OoT and LoZ:MM game disc.
Nintendo wouldn't have to spend a cent to hand out these points to deserving gamers and it would certainly increase the number of people who take advantage of the Virtual Console (and in turn, lead to future VC sales).