Wind Mobile is the latest mobile carrier to hit the scene in Canada.

They are spending millions on print and billboard (transit) advertising to market their new service. Yet it looks like they overlooked one aspect of their marketing plans…

Being prepared to handle all the inbound traffic those millions of dollars can bring.

Here’s what Wind’s website looks like around 9am this Sunday morning:

While Wind has been around in Toronto for just over 6 months or so, they’ve recently launched in a couple of new markets – including Ottawa and Vancouver where I’ve seen all of their advertising.

Their full page ads and transit posters have captured the attention of the local market. They’ve taken an aggressive approach on their price point and consumer looking to save on their monthly bills are wanting to find out more.

Naturally they’ll go to Wind’s website to do so…but the site is MIA.

This is a classic mistake companies make. These days with hosting services offered by companies like Amazon and others it’s fairly simple to scale a website in preparation for a surge in traffic.

For Wind, at first thought this may seem like a good thing – strong demand. However, from the consumer standpoint, if the companies website can’t stay online … we’re left wondering if their mobile service will?

I should acknowledge that without seeing the back-end of what’s happening with Wind’s website at this moment, it may be down for other technical reasons and have nothing to do with their advertising efforts.

However, it’s been more than 15 minutes and the site … well, it’s still “taking too long to respond.”