The "Sunlight" year-book
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 ultimate useful premium. An almanac is kept and referenced all year long, ensuring 365 days of brand exposure for the cost of one book.
Steal this when
You can provide a highly useful reference work that your target audience will keep on their desk or in their home for an extended period.