I'm starting to admire the marketing team at White Castle. First, they turn Valentine's Day to their advantage by offering candlelit dinners to couples, and now, according to a story in MediaPost, they're taking Daylight Savings time, this innocuous if disruptive moment in our lives, and they're creating an advertising opportunity.

On Sunday morning, during the young hour of 1 a.m.-2 a.m., right before the time change, all White Castles will offer two free hamburgers to each customer who drops by.

It's a no-brainer. They know the relatively few who will take them up on the offer are likely to order a soft drink or a few other items off the menu, off-setting the cost, and by doing this, they'll get hungry-for-copy writers like myself mentioning them in the media.

Genius.

And while I guess I can't quite call it a trend, since one regional Midwestern restaurant chain and an ad on Craig's List doesn't exactly make a trend, I guess I should say something admirable about another Internet classified that someone wrote up. I can't vouch for his or her product, but this person is selling lipstick and tying it into daylight savings time, telling potential customers, "This SPECIAL SALE Will END at 2 AM Sunday 9, Mar 08 (after that the price will go up)."

Again, pretty clever. That said, I'm saving money altogether by just sleeping throughout the night.

Geoff Williams is a business journalist and the author of C.C. Pyle's Amazing Foot Race: The True Story of the 1928 Coast-to-Coast Run Across America (Rodale).

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