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Final Fantasy XIII was released today in areas outside of Japan and it came with a Final Fantasy XIV promotional code. The code allows you to register your copy of Final Fantasy XIII and gives access to two Final Fantasy XIV related things.
The first is a secret in-game item for Final Fantasy XIV, but no one knows what this will be. The second is a chance at gaining entry into the PS3 beta for the game. One thing to note however is that if you sign up for the PS3 beta via this code, your previous beta application will become invalid.
Source: FFXIV Beta website