Getting the savings out of daylight savings

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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