Beecham's empire air tour : a commentary of interest to the whole family
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
Capitalizes on a major trend (aviation) to deliver a highly engaging story that a whole family would read. It associates Beecham's with progress, empire, and global reach.
Steal this when
Creating content marketing that rides on a current technological or cultural fascination to capture attention and associate the brand with forward momentum.