I'd never heard of it and my best guess based on the name would have been some kind of way of "storing up" marketing effort to release it later, like if you had

I'd never heard of it and my best guess based on the name would have been some kind of way of "storing up" marketing effort to release it later, like if you had extra marketing $$$ and needed to use it before the end of the quarter but would prefer to spread it out.