I got two codes. The one on the red card was the actual one for my game. I have no idea what the one on the booklet is for, but it doesn't work for the game itself. I'm thinking EA switched up the Limited Edition stuff redemption code and the activation code.
Well then. I'm glad I didn't get a booklet at all, to further confuse me. For reference, in my box (Euro version) were the following: scrap of paper with generic installation/warranty/epilepsy advice, flyer with an ad for Hidden Springs and Sims mobile phone games, and the red flyer with Sims Social on one side and the so-called code for the EXCLUSIVE CONTENTZ, which worked without complaint as the activation code during installation. Just the one code to be had in my copy, and mislabelled it was, to boot.