Beecham-Veno book on fortune telling / issued from the Beecham-Veeno Central Distributing Depot.
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
By providing entertainment and a reference guide for fortune telling, the booklet ensures it is kept and shared, exposing the reader to multiple advertisements for Beecham-Veno products contained within.
Steal this when
You want to create an entertaining promotional item that people will hold onto and show to friends, thereby increasing ad impressions.