I thought this con was one of the best I'd seen in years as far as swag goes.
I got a free copy of Code of Unaris and maps for being one of the first hundred people to the Goldleaf Games booth. That was great.
I got seven different t-shirts. One from the D&D party. Two from the Paizo people (for renewing my subscriptions to Dragon and Dungeon). One was from the Hades Pro guys (love them! They give so much!). One was from another booth that had a coupon in the book. I think the other two were from there also, but I'm not sure.
The Hades Pro people were, as mentioned, great about swag. I got not only a shirt from them, but a few posters, a huge plastic bag (great for the con), three products from Bastion Press (the Oathbound campaign setting being a great one, along with Allies & Adversaries and Friends & Familiars. I also got the DVD of Lupin III: The Dragon of Doom, and a cute lil' scarf and bag. Not to mention, STICKERS!
The D&D party gave out not only a t-shirt, but also the cool plastic cup, poster, and tote bag.
I managed to snag a free copy of the Hackmaster Player's Handbook from a great guy at the Kenzer booth when I mentioned I didn't play, but was swag-hunting. I'm pretty sure that was where I got my free copy of the KODT Origins 2004 special issue also.
The GAMA booth outside the Dealer's Hall had a limited number of bags with information and such that people could grab. In addition, mine had a free copy of Hammer & Helm: A Guidebook to Dwarves from Green Ronin.
Two different places inside the Dealer's Hall were giving out a copy of The Rifter, a gigantic (perfect-bound) magazine for Palladium, and PC Gamer, which was about the 30th anniversary of D&D.
And of course, the swag bags given to all con attendees had great stuff. Each one had a different old issue of KODT in there (I got two bags because of this, and got issues 52 and 53). They also had copies of Undefeated, Amazing Stories, and Dungeon in them. Dragon seemed to be in short supply, but that was nothing a visit to the Paizo booth couldn't cure.
And of course, the little things. WotC gave out a free mini, plenty of places had posters and buttons. It was great!