The Bovril book of tricks
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
Providing entertainment content (magic tricks) that requires practice and referencing ensures the booklet is kept for a long time, reinforcing brand awareness.
Steal this when
You want to create a premium giveaway that provides standalone entertainment value to guarantee it won't be thrown away.