I was watching the super bowl yesterday and getting some work done at the same time.  One of the commercials caused me to take their desired action: visit their web site.
So, seconds after the commercial aired, I visited the site:  Dockers.com/freepants.   Here is what I got:
So, they spent 3 million dollars, for hundreds of thousands (if not millions) of people to visit a site that was down.
Always be prepared for extra traffic.   The worst part:  they had time to prepare.  They knew the exact moment their commercial would be airing so they could have been ready.
Always prepare for the un-expected, worst case scenario so you’re marketing dollars don’t get wasted!