My local Best Buy didn't have any of the physical GoW Season Pass cards, even though they had signs up for it. After an employee asked a few employees, he took me to a giant touch screen preorder kiosk, pressed "Special Deals" and selected "Gears of War Judgment Season Pass" and it spit out a receipt to be taken to the register to be paid for (I printed out a second copy)
Then I took those receipts to the register, where they were scanned and after paying the Live Codes were printed on the new receipt. two 1600 point codes and two 400 point cards.
I entered all four codes into my account and they worked just fine. The 1600 Gears of War Season Pass codes just come up as generic 1600 points, I used one to buy the season pass, and another to buy that new Darkstalkers collection.