The video pretty much explains how effective it is. Being a papercraft artist myself, I was intrigued when I came across an article over the summer that explained this whole concept. The sculpture itself is something interesting that people keep around and show others as a conversation piece and handing down to kids to play with, which is always great in the company’s eye for many reasons. First of all, something this unique is going to be looked at with extra attention and not immediately thrown out like most ads in the mail, which should always be the number one priority by the design team. Secondly, by keeping it around and/or handing it off to someone else, the company gets more and more exposure which is great for obvious reasons.
Once the customer is immediately interested by this sort of promotion, they’re more likely to look into the company’s product further. In this case, pop in the USB stick to their computer and check out the ad.
Lab 321 Design Blog 