At the end of the day, we still have a goal to get our message out there quickly to our core consumers, and television is still far and away the primary vehicle.

We hopefully have a fun 'day out' destination for the people of Beijing. We want people to stay in our store for at least a couple of hours.

We want to make sure we have a 360-degree approach to reach our target audience at every touch point. We know the Super Bowl ads are the most talked-about ads of the year, and to provide people who are watching with some exclusive content, something interesting and unique, we think is just a great way to help us as a brand.

Consumers are seeking out anything unique, new and engaging.

'Fresh Air' I listen to, like, every day.

I hope everyone that is reading this is having a really good day. And if you are not, just know that in every new minute that passes you have an opportunity to change that.