This WSJ article
looks at how marketing companies are helping banks and credit unions to get customers to opt-in for overdraft protection before new regulations takes effect. One thing I found interesting was the interview with the chief banking officer of Bank of the Sierra, the bank that offers a popular reward checking account. According to the official, they haven't needed to hire any marketing service. They have "gotten more than 90% of its overdraft users to join its program." This appears to be a good sign that the overdraft regulation shouldn't be too harmful for reward checking programs.