Not much of a big special item in my opinion. It's an free extra, so I can't complain I suppose. Would of been nice to see a poster or something better than a keychain. But then again, it's better than wasting money on special editions that really don't give you anything worthy. Well that's how I feel about it.
It is free.... But I dont think this incentive will be enough for me to pre order. I have always found target gives a good deal when I go out and buy something on release day.