Why cant SE just release information a few days ahead of time to prepare people and make them aware, they love keeping their community waiting in the dark. . .
If it was up to SE, they wouldn't even tell us the price of the game or where to buy it; they'd hide copies of the game randomly throughout your local city. Once you find one, you'd then have to take it to a participating retailer. They wouldn't tell you which ones or where, obviously.
Having done that, you'll need to utter the code word. They'll give you a video to hint at what the code word is, but it's just 2 minutes of zooming in on the chat log. Good luck.
Hope to see you in Eorzea!