The Bile Beans puzzle book / [C.E. Fulford, Ltd.].
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 serves as a trojan horse. The puzzles ensure the booklet is kept in the house and passed around the family, while the repetitive adjacent testimonials normalize the product for every conceivable minor ailment.
Steal this when
Creating a premium or piece of content marketing meant to linger in a household and be seen multiple times.