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What better way to get shoppers to the store early on Black Friday than creating the world’s biggest wake-up call? People could choose from a number of characters for their wake-up call, from Darth Vader to Heidi klum to a rooster to a crying baby & more. Phone and web content, as well as personal pleas from each character to choose them were part of this effort along with the TV spots. Over 400,000 people signed up for a call & Target had their most successful sale ever. One of Adweek’s Top 10 campaigns of the year.