That's what I like about Japan... the way they do a bunch of promotional gimmicks.
Here in America, they only do a promotional thing for like a month or two. Since it lasts that long, everyone knows that they don't have to do it this week because it will still be there next month.
In Japan, they do something for everything and it's for one day or one week. If they could do that here, for sure... we would have a bunch of people trying new things.