We’ve all been there. Your site, Facebook application, live video — you name it — is supposed to be live at a certain time, on a certain date. You checked every pre-launch task off the list: quality assurance, load balance testing, cross browser and platform compatibility, the list goes on and one. And then, the unthinkable happens — your site/app/stream doesn’t work. Even worse, it does work, and then goes down.

That’s what happened to one of my favorite online retailers, Bonobos on Cyber Monday. So, what did they do?

See for yourself.

bonobos site fail message
I consider marketing campaigns to be like basketball games. They’re not always perfect and it’s a lot of hard work in strategy, preparation and execution. But in the end, as long as you win, it’s about how you react to adversity and ultimately played the game.

Well played, Bonobos. Well played.

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