San Francisco, Calif.-based Old Navy recently kicked off an online campaign with a viral component promoting April 3, the start of Daylight Saving Time, as the first "flip flop day." The site,
www.flipahead.com, offers visitors the chance to create a musical e-mail message to send to friends. The Web page also offers Daylight Saving Time information; Old Navy enlisted Michael Downing--a
professor at Tuft's University and author of the book "Spring Forward: The Annual Madness of Daylight Saving Time"--as an academic celebrity spokesman.
-- Shankar Gupta