@[member='Another World']
@[member='XtremeCore']
@[member='ShadowSoldier']
You three are leaving the zone of rational thought and entering a philosophical argument that neither of you can win. Technically, all three of you are right, and I will tell you why from a practical standpoint.
Another World,
technically you are obliged to purchase Nintendo goods to recieve these special items, making them not free, however!
You have no obligation to collect them, making them an extra bonus that you are not paying for. What you are paying for are
games in stores. The calendar by itself is free, unless you count "typing the codes in" as labour. Moreover, there are instances where people do not buy games and acquire the codes in a different fashion - from friends and family. They recieve the calendar without buying any games at all, further underlining that it's a separate entity. Not only that, from what I understand, you can also get points for completing surveys, so unless you count spending time in-front of a PC clicking buttons as "payment", they could also be absolutely free.
ShadowSoldier, XtremeCore. The prizes are not free, or at least aren't supposed to. You have to purchase Nintendo products or acquire codes in some fashion to receive them, they are not in circulation for all the customers but only the selected few who paid Nintendo a specific amount of money, or so the system is supposed to work. It's not a "gift" that you get for simply being a member, it's a "prize" for being a member and making purchases actively, and seeing that they can't make a Goomba follow you around to make sure you're not cheating, Codes have to suffice for checking whether or not you're really buying things. You're going to say "surveys" like I had and I'm going to say "time is precious".
As you can see, everything depends on the angle at which you look at this situation. You can just as well cut it out now because there is no middle-ground.
I think "Rewards" is a good name for the prizes, as they reward Brand Loyalty and participating in Club activities, like the surveys. A "Gift" is a good name because you recieve it beside the games you purchased and actually wanted as a little bonus, which is always nice. We cannot forget that this program is only supposed to make us spend more, like Another World said, but while we're at it, we may as well enjoy what it has to offer, right?
After all, it's "free" in the sense that it doesn't require any extra spending after buying the sufficient amount of games, and I don't need to underline that buying games was the primary objective throughout the year, not getting a calendar.