Lydia E. Pinkham's Vegetable Compound The great East River suspension bridge (front)
The pattern
This still is filed under Keepable trade card.
Define
A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.
Mechanism
Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.
Verdict
We can put a physical or digital keepable in someone's pocket and they will not throw it away.
Why it works
It uses a popular, newsworthy landmark (the Brooklyn Bridge) to grab attention, artificially inserting the brand's advertising into the scene.
Steal this when
When capitalizing on current events or national pride to distribute keepsake advertising.