Beecham's happy thought reading puzzle book : a new diversion for Winter evenings
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
Provides genuine entertainment value (a magic/mind-reading trick) that guarantees the booklet will be kept, shared, and read closely. The advertising messages are integrated directly into the trick's content.
Steal this when
You want to create a promotional item that people will actually keep and interact with, rather than throwing away.