29frogs is a social experiment that invites people to create their own
Leap Moment to celebrate leap year.

There are two different ways to look at today's magical day known as leap day. One belief is that, "It's leap day and nothing matters, so do whatever you want and forget it ever happened." A few friends on Facebook quoted Tina Fey as the originator of the "nothing matters today" rally cry. The second mindset is, "Today totally matters, so make it count. It's a free pass. Go out and do something extraordinary. Use the day as a springboard."

At 20nine, we favor the second mindset. In fact, we think today gives us the permission to do something new and different. And, who knows, it might just become a habit we keep doing the rest of the year. Hey, we know the whole thing is ambitious and slightly amphibious, but just go with it. It's leap year.

And truth be told, this is why we created 29frogs.

Today, on February 29th, 29 frogs are being released to 29 different people. They are being sent into the world hell-bent on inspiring the masses. 29 charming little frogs, each with their own backstory, are going into the world to put smiles on faces and light fires under butts. They are saying, "Do something different. Do something meaningful. Even if it's small." We're inviting people to create their own Leap Moment and our Leap Frogs are the permission people need to make it happen. Not just today, but throughout the year.

In his post Leap Year Meditation, Seth Godin supports the premise nicely:

"Once in four years, just once, perhaps we could: Forgive, forget, relax, care, stand out, speak up, contribute, embrace, create, make a ruckus, give credit, skip, smile, speak truth and refuse to compromise--more than we usually do. Pick just one or two and start there.

"Hey, it's just one day.

"Careful, though, it might become a habit."

Part social experiment, part agency celebration (after all our name is 20nine), 29frogs is our way of putting the principles of social marketing into play in a fun and collaborative way. It'll be an entertaining experience for sure, but it also will be something we learn from.

To kick the experiment off, we're asking the lucky 29 people who've received frogs to create a unique, fun and positive Leap Moment with their frog, capture it in a picture, share it with us, and then give the frog to someone else to do the same. That's it. We've created the website, 29frogs.com, to capture the adventures and create a community of Leap Froggers.

So, over the coming weeks and months, be sure to visit the website and see what people have created. And most importantly, be on the lookout. There might be a Leap Frog coming your way in the future.

CHECK OUT WHAT THE FROGS ARE UP TO NOW!

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