Direct Reponse Marketing

A recent directive for my creative marketing class is to identify direct response types of marketing. I've come across a couple in the last few days.

RBC Student Banking
The biggest bank in Canada invites students to open a 'no limit banking for students' account and those who choose to can enter to win a Vespa. The Vespa is the grand prize and secondary prizes are a Sony Bravia TV and a Playstation. What makes this a little different than many other contests is that the bank has made it very easy to find a nearest branch to the school, all information derived from a print ad. Users can text their school name to 12345, upon which the nearest RBC branch is returned.
Great - students can see where the nearest branch is and then visit - free banking awaiting them.
Great - RBC now has your phone information and can target a marketing campaign around that newly acquired information.
http://www.rbcp2p.com/freeride/
Of course, students can view information about the promotion and can enter the contest from the above link.
Fire up the Vespa and hone your PS3 skills...