Ask HN: What could journey84.com have done to avoid crashing?

Last night https://journey84.com site crashed immediately when the Super Bowl ad linked to their site. What infrastructure decisions should they have made to make sure the site not crash?

- Is it even possible to purchase an Amazon EC2 or other cloud instance large enough to handle traffic from the Super Bowl? Which instance would they have needed? - They linked their video to YouTube. Was that the best decision? - What else could they have done to avoid crashing given that they were expecting millions of immediate concurrent visitors?