I was wondering the same when I noticed... There's a slip inside the Metal Case that shows the website you need to go in order to submit the code just as it shows(Numbers, letters and dashes) in the coin. For example... I bought the PS3 Care Package and the slip says for me to go over @ https://profile.callofduty.com/blackops2ce/profile. Right there I submitted the code and BAM! I got all the extra goodies!! Hope this helped!!
PS: Oh! Also... @ 1st it kept saying the code was incorrect when I was submitting it on the site. It seems it was some sort of overload or something cause I tried again and it worked just fine.