Congratulations. We’ve made it through the first few hours of 11.11.11 and there have been no major natural disasters, no meteors hitting the earth and no indication of an impending plague.

On the other hand, I have seen no news today about achieving world peace, finding a cure for cancer or discovering an island of living dinosaurs.

It’s just another day, as it seems. Just like 10.10.10 and 9.9.09. So why do we get so excited about dates with rare and palindromic numerology?

Perhaps it’s excitement for excitement’s sake and the opportunity to make the day into something unique. Sure enough, this is happening on a global scale…

On 11.11.11 retailers on Madison Avenue in New York City are attempting to turn the day into one of celebration (and commerce). According to the New York Times, “There are advertisements, promotions, events and even a party to be hosted by an agency named, yes, Eleven.”

Energizer and nonprofit organization One Million Lights are making the day into one of “positive energy” where registering for its sponsored 5K will help “give 11 million hours of safe (solar) light” to the masses.

Mobile phone manufacturers will launch new products on 11.11.11 (at 11:11 a.m.) and Harry Potter and the Deathly Hallows – Part 2 will release on DVD and Blu-ray.

Today also happens to be Veterans Day and smart marketers are using the numeric date to help elevate events and remembrance of our military. For example, www.missionserve.org is highlighting 11 volunteer service events in 11 major cities on the 11th day of November.

So maybe days like today aren’t especially special on their own, but can be memorable and unique if we make them that way. And if those activities help boost the economy, support public servants and raise awareness of global issues, then I’d argue that the opportunity surpasses the overkill.

(Photo complements of  ABC Open Wide Bay)

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