Pierce's memorandum and account book : designed for farmers, mechanics and all people who appreciate the value of keeping a memorandum of business transactions, daily events, and items of interest or importance, for future reference / a present from the World's Dispensary Medical Association.
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 a genuinely useful pocket tool (a memo book) to working men, Dr. Pierce ensures his advertising is carried on their person every day of the year. The long-form medical copy is read during idle moments, slowly educating the prospect on his underlying health philosophy.
Steal this when
You want your target audience to carry your message with them daily by embedding it in a highly functional, portable utility item.