Beecham's photo-folio : 24 choice photographic views one penny : York / Thomas Beecham.
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
Beecham sold high-quality souvenir photo albums of historic English towns for a nominal penny, placing subtle pill advertisements on the inner covers. Subsidizing beautiful civic keepsakes ensured the booklets were treasured by tourists, securing permanent domestic exposure.
Steal this when
Steal this when subsidizing premium commemorative keepsakes that customers keep for years, securing long-term brand presence.