Beecham's "oracle" : this novelty is the property of Beechams Pills Limited, St. Helens, England : (registered trade mark no. 586676) [b17264741]
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
A gimmick or parlor trick that creates interactive engagement. The user holds the ad, interacts with it, and focuses entirely on the brand message as the trick works.
Steal this when
Using a physical, interactive mailer or premium to guarantee attention and engagement from the recipient.