Whenever someone mistyped a website domain, it took them to one of the misspelled domains we had purchased. On this personalised page, we displayed the Nestle brand message of ‘we know what’s on your mind’. After a few seconds, it would automatically redirect the user to the domain they meant to type. For example, if someone typed in www.pintere$t.com, they automatically got redirected to www.pinterest.com.
This helped people find what they were looking for and in the process, turn their wasted time into a brand-new media channel.