Dr. John Bull's United States almanac for the year of our Lord 1856
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
It uses free utilitarian content (almanac, statistics, receipts) to carry advertising. The 'For Free Circulation' at the top encourages wide distribution.
Steal this when
You want to create a piece of viral or widely distributed content by offering genuine utility for free, sponsored by your brand.