Dr. Browder's family almanac! : on a new plan, for 1847
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
Almanacs were a staple in 19th-century households. By providing the almanac for free (or cheap), the advertiser ensures their medicine is top-of-mind all year round.
Steal this when
You are targeting rural or family audiences and want to provide a piece of utilitarian content they will refer to frequently.