Visa is accepted the world over, but surprisingly not at some of the most ubiquitous restaurants in Japan – conveyor belt sushi restaurants, where for hundreds of years, eating quickly and paying quickly with cash has been proper sushi etiquette. However, in 2015, several major sushi chains agreed to accept Visa. Visa needed to create awareness of their new acceptance location and get people to welcome a quicker and more convenient way to pay for sushi.

Five quizzes of varying difficulty were launched just before Japan’s “Conveyor Belt Sushi Celebration Day” (November 22nd, 2015). The quiz started with straight-forward answers and gradually got harder as answers became trickier

to fool people who thought they could get it easily. This was guaranteed to make people think twice, but in an intertaining way. The quizzes were distributed through Visa’s YouTube channel and website. These were amplified

by Facebook sponsored posts and promoted tweets. In order to fuel conversation on Visa’s new acceptance and get people to respond effectively to the films, a press release was issued to acquire huge coverage across online news outlets and TV programs.