I got a 2degrees SIM card from their free offering on the web.
They just sent me an email, subject: "did someone steal your mail?". They've figured that I received the SIM. But they also know that I haven't made a call with it yet. (I've checked it works with my Android phone, passed it on to someone else.) So, in the email they have me on about it, encouraging me to make my first call.
That's great marketing.