Hood's Sarsaparilla Book of Parlor Games
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
Parlor games were highly sought after for social entertainment. Providing them for free ensures the booklet is saved, shared, and associated with positive social experiences, all while delivering the brand message.
Steal this when
You want to integrate your brand into the social and leisure activities of your target audience by providing a useful entertainment guide.