Ward - A New Mode of Advertising, British Patent 9413 of 1887
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
This is a literal patent for a sneaky advertising technique: hiding an ad under a generic label so the customer brings it into their home unknowingly. Once the label wears off, the ad is permanent.
Steal this when
You want to find a Trojan horse method to get your message into a prospect's environment without triggering their initial sales resistance.