Reveille is mum about the project, but rumor has it the show will star ordinary folks tracking celebrities.

FORBES: Marketing

The Star Tribune has reported consumers receiving tracking numbers from the retailer even though UPS has no record of the packages.

FORBES: Missoni Scalpers Beat Target at Demand Forecasting

But with the help of some high-tech tracking devices, a fan-friendly Web site and a little star power, conservation officials are hoping a contest among 11 leatherback tortoises will raise awareness, and some money, for the critically endangered species.

CNN: Endangered turtles race to save their future