Yesterday I tried out using the Calendar as a promotion for 50% off membership and already had a few extra members go from free to paid. Still going for one more day.
Even my wife commented "Why haven't you done that before?" because it looked inviting, showing up in her feed on her phone app.
I also use the Calendar to promote up and coming releases of new programs or other offers to build hype.
That big red LIVE box is a very handy feature.