During my working day I like to have the TV on, not because I am Jeremy Kyle lover, far from it. But inbetween spurts of my working genius I like to keep an eye on what`s happening in the world.

During this very fine Wednesday the usual run of commercials appeared mid-programme and one perked my attention.

It was an advertisement for “Mighty Ice Grips”, not thinking much beyond “that`s a cool idea” and “I have fell on my arse many a time”, this simple product advertised their URL as www.mightyicegrips.co.uk so I thought I would be a good little targeted customer and take a look.

To my shock and amazement the site did not exist, so my second thought was “Why would you advertise the domain without building it out first?”

Just to be clear it was definitely the .co.uk that was advertised and NOT the .com. Skip to the comments and let me know why ANY media agency would embark upon a campaign without locking down the channel to sales first?

From an organic SERP point of view a search for “Mighty Ice Grips” will yield nearly a full page of tabloid URL`s within “Reader Offer” sections. No immediately visible brand.

Go directly to the mightyicegrips.com site and it redirects to a premieredition.co.uk product page.

So within the space of about 5 minutes following on from my original tweet I thought I would see if the .co.uk version of the site was available and sure enough there it was in all its glory, ready to purchase.

Of course I bought it.

Within 2 hours I put a simple site together and got straight into amazon to grab a few “Ice Grips” products and voila the site is live!

So thank you to ONE single mistake within an agency, an opportunist has registered and built out a site that YOU forgot to register. Not only that, the 10`s of thousands that must have been spent on the TV campaign (until they correct the address & build out the .com) will benefit me.

Yes the site will eventually come down but for the purposes of lessons learned, I suspect someone is in the proverbial pile of puppy poo for this one.