To break through the holiday sales clutter, we staged an elaborate stunt featuring the world’s most famous illusionist, David Blaine. Target challenged him to be shackled inside a rotating gyroscope five stories above Times Square, with no food or water for three days. If he could escape his predicament in time for the Target 2-Day Sale, he could take 100 deserving kids on a shopping spree at 6AM to officially kick off the holiday shopping season.

The challenge was mounted to Blaine live from the site in front of national press and hundreds of fans. He accepted and was immediately hoisted overhead. A TV spot aired describing Blaine’s ordeal. Video of Blaine’s progress was uploaded daily to Target’s website. Street teams were situated around Times Square directing people to the stunt. PR and newspaper ads drew attention to the stunt and the 2-Day Sale. Hours after Blaine’s escape, a second spot ran saying that Blaine had escaped. And the next morning at Target, camera crews were present as Blaine ushered in 100 very excited kids.