This is a mock-up of what a merchant Fan Club promotion might look like when powered by Visa. In this mock-up, customers that are fans of the merchant's Facebook Page enjoy an exclusive discount when they pay using a Visa premium card.
Each time a purchase is made, the customer's friends see a check-in wall post advertising the merchant and the payment brand. Paid Facebook advertising boosts visibility among friends.
The merchant funds the discount, mainly because it's to the merchant's own fans, and the payment brand funds the advertising costs on Facebook.