I'm surprised Visa even needs to market, whenever I have been issued a card by my bank sometimes it's been a VISA and sometimes a Mastercard/Maestro. I assume I could get one particular type of card if I specifically requested it but I really don't understand what the difference would be to the end user.
I guess perhaps if the only differentiating factor is "you can use this one if you goto the olympics" then maybe that is enough to sway a bunch of people?
You have to understand what Visa is competing against; it's not against the other card providers, it's against cash.
Considering how much money they have spent to be a sponsor I don't think they count their return to happen during the Olympic period, this looks more to be a habit forming thing (when you go out their aim is you'll go for your Visa by default).
I guess perhaps if the only differentiating factor is "you can use this one if you goto the olympics" then maybe that is enough to sway a bunch of people?