Leap year day only happens every for years--and companies across the country want to take advantage of it when it arrives this year, on Friday, February 29. From frog-oriented promotions to marketing campaigns playing off the date, leap year day is becoming another day for marketers to integrate into their plans. Some businesses, like Boston Market and Morton's The Steakhouse, are offering free lunches or dinners to those born on February 29. Other promotions, like Papa John's Perfect Pan Pizza, which launches this Friday, play off the name of the day with a tag line like "One Giant Leap for Pankind." According to the Honor Society of Leap Year Day Babies, there are about 200,000 leap day babies in the U.S.

Before you try to work leap year day into your marketing this week, here's some advice from Allen P. Adamson, director of the New York office of branding firm Landor Associates. "For certain brands, it perks things up," Adamson says. "But it wouldn't fit with anything serious like insurance, financial services or medical things. Using leap year in those instances could really undermine the rest of the message."