Holloway's almanac & family friend [1890] : containing much useful information also descriptive illustration of British song birds / Thomas Holloway ; [illustrated by A. Pernet].
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
The high aesthetic value of the bird illustrations and the utility of the calendar make the almanac too valuable to throw away, ensuring 365 days of advertising exposure.
Steal this when
You need to create a piece of marketing collateral that the audience will actively want to display or keep for an extended period.