It’s a marketing opportunity that comes around only once every four years. It’s Leap Day. With the next one coming up on Feb. 29 in 2024, the extra day is added to the shortest month of the year because the Earth takes approximately 365.25 days to orbit the sun, so every fourth year needs to have 366 days to fully account for that orbital time.
Much like having a Friday the 13th in October, the rarity of Leap Day has long inspired marketers to get creative and do something special for the occasion. To help inspire you, we examined Leap Day campaigns from the past four occurrences.
Across all of those campaigns, we’ve identified five major themes that brands have historically used. To illustrate each theme, we’re sharing messaging ideas that we’ve seen previously used, as well as some that we’ve haven’t seen but certainly fit the theme. Needless to say, we had to share 29 ideas in total.
Leap Day Messaging Ideas
When you’re crafting your Leap Day marketing campaigns, consider the following messaging ideas:
Theme #1: Leap Day being only one day
Theme #2: Feb. 29 only coming once every 4 years
Theme #3: Feb. 29 being an “extra” day in the month
Theme #4: Leap Day being the 29th day of the month
Theme #5: Leap Day being a transition into something new
You get bonus points if you combine two or more of these. For example, “Get 29% off when you spend $29 or more” or “Check out the 29 most popular songs of the past 4 years.”
What More Campaign Ideas?
Check out our Content Calendar Assistant (2024 edition coming soon!), which is available for free via a no-form download. Designed to aid you with your content planning, this guide contains nearly 1,000 ideas to build out your content calendar for the year, plus insights and advice from some of our nearly 400 digital marketing experts.
Everybody can use a little help coming up with content ideas. And everybody can use a heads up to make sure they don’t look foolish or insensitive by launching campaigns that clash with US or international holidays, occasions, or events. Oracle Marketing Consulting’s Content Calendar Assistant provides that help.
Need help with planning your digital marketing campaigns? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers and employees, even if they’re not using an Oracle platform as the foundation of that experience. Our award-winning specialists can handle everything from creative and strategy to content planning and project management.
Want to better understand your email marketing risks and opportunities, take advantage of our free Email Marketing Assessment. Our experts will check your deliverability, review your email creative, audit your signup process, do a partial competitive analysis, and more. If interested in this free assessment, reach out to us at OracleAgency_US@Oracle.com.
Now completely updated, this blog post was originally published on Feb. 28, 2012 by Chad S. White.
Chad S. White is the Head of Research at Oracle Digital Experience Agency and the author of four editions of Email Marketing Rules and nearly 4,000 posts about digital and email marketing. A former journalist, he’s been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age. Chad was named the ANA's 2018 Email Marketer Thought Leader of the Year. Follow him on LinkedIn, Twitter, and Mastodon.