Found this article on kotaku,
http://kotaku.com/5214494/target-pay...-reserve-games

basically if you reserve your game at target you a free 5 dollar gift card when you purchase the game on release. The catch is you have to pay a dollar for this collectible card, which doesnt go towards the price of game, so you really only get a 4 dollar gift card.
It also seems like this deal is in story only.