Beecham's music portfolio
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
Offers high perceived value (sheet music was expensive) for a tiny price, ensuring wide distribution of their advertising. It associates the brand with pleasant, cultured home entertainment.
Steal this when
You can subsidize a high-demand, related content product (like music, recipes, or guides) to carry your advertising into the home.