Is Bank Transfer Day more hype than consumer revolution?

Joe Mecca, marketing/advertising manager at Coastal Federal Credit Union, isn't sure but either way, this year he may add Bank of America to his Christmas card list.

While launching a new premium tier to its popular Go Green checking account that rewards those who use their debit card at least 30 times a month with a higher yield was in the works since the summer for a fall launch, the timing of Bank of America's announcement about charging for debit card use couldn't have been better. Recognizing the gift-wrapped opportunity, the Raleigh, N.C.-based credit union quickly issued news releases to local media consumer reporters within days of the BofA announcement. In addition, Coastal brainstormed and filmed a television commercial that played up the concept of the last straw within four hours with about $35 worth of material. It was approved and ready for placement on air by the following week.