"No one wakes up and thinks, 'I hope there's been a leak and our timing gets all messed up,'" Hirshberg told You must login or register to view this content. last week. "We woke up with a marketing crisis and wanted to go to bed with a marketing win. So what we did was we kind of took that exact conversation [about taking advantage of the leak] we were having in our conference room outside and had it publicly in social media."

"With equal agility, our worldwide sales organizations managed to put both the retail and .com pre-sale programs and assets into launch mode in no-time flat," he said. "Everybody involved delivered under pressure."