Seven Bank ATM Stamp Rally With SUSHI Marketing Firm Issued 7,000 NFTs

Seven Bank ATMs Issue NFTs for Tokyu Rally

Seven Bank has turned its ATM network into an NFT dispenser. Customers who charge a transit IC card at a Seven Bank machine receive an NFT and follow puzzle-style clues to spots along the Tokyu line. The digital stamp rally pairs the bank with Tokyu Electric Railway and SUSHI TOP MARKETING, the marketing firm whose SUSHI name headlines the project. Yamagata Daiki, the Seven Lab researcher who handles the bank's NFT initiatives, set out the design and its numbers in an interview published on Thursday 2026-10-08. The mechanic involves no token transfer, so the SUSHI price sits outside the campaign: participants collect campaign NFTs, never a tradeable coin. In the second edition, customers charge transit electronic money at the ATM, take the NFT as a clue sheet and work through the puzzle course. Finishers can pre-purchase an 8500-series NFT train key holder on Tokyu's official online shop TOKYU STYLE, and buyers go into a draw for invitations to the Tokyu Train Festival in October. Yamagata said the family angle is deliberate: either parent can join, and a win sends the whole household out, producing the secondary trips the design targets. The ATM starting point came from the bank's own observation. Its machines handle deposits, withdrawals, identity checks and everyday procedures, but each transaction ends at the screen, so the bank has few chances to learn what experiences customers value. Starting an experience at the ATM and reading the response, Yamagata argued, closes that gap, and a campaign that combines NFTs with LINE friend registration can measure behavior without collecting personal data. The first edition ran in September 2025 under the banner “Charge at the ATM, head out on the Tokyu line! Digital Rally”, announced in Tokyu's official press release dated September 29, 2025.

7,000 NFTs and No Personal Data

SUSHI TOP MARKETING did not arrive at this trio from nowhere. The firm had already run NFT projects with Tokyu Electric Railway before the bank joined, and Seven Bank's own first project with the company was an NFT fundraiser in 2023. The introduction to Tokyu followed, and after repeated discussions the three-company format launched its first rally in September 2025. That run issued more than 7,000 NFTs, which Yamagata put above the plan, though he sees room left: the bank has measured customers dropping out at the claim step and is working with Tokyu to smooth the flow. Survey responses were positive overall, and a minority on social media called the initiative innovative; what pleased him most was the volume of users who sent concrete improvement proposals. By the bank's own estimate, seven to eight out of ten individual customers took their NFT without realizing what it was. The design keeps the word NFT in the background so the experience feels like an ordinary stamp rally, and the result showed: the call center fielded almost no questions about what an NFT is. Wallets and NFTs in the scheme carry no personal information. Seven Bank checks only the wallet address and which NFTs that address holds, which kept information management light and let the three companies share data without a months-long preparation phase. From planning to launch took less than a month and a half, which Yamagata called fast for a financial institution. Revenue comes from fees for the ATM campaign service, plus the option to guide customers who just charged transit e-money toward a client's products. A pilot with Dentsu Group and others set for March 2026 extends the retail thread, steering customers who charge e-money toward purchases at Seven-Eleven. The bank counts its network of more than 28,000 ATMs nationwide as the asset underneath all of it, with follow-on threads in rail and municipal partnerships.

Invisible NFTs, Visible Data

Tokyu's official press release of September 29, 2025 is the load-bearing record here: it confirms the ATM-charge mechanic for the first rally. Unlike an ICO bounty program, which pays tokens for promotional tasks, this design pays no token and asks no identity, so what it measures is behavior, not holdings. More than 7,000 claims at bank machines, with most takers unaware of the blockchain layer and no one managing a wallet interface or an AI crypto wallet, is a distribution benchmark crypto-native campaigns rarely reach. The program covers the Tokyu line network; the sources fix nothing beyond it, and the 28,000-machine nationwide reach is a stated ambition, not a reported deployment. The October festival draw and the March 2026 retail pilot are the next checkable dates.