Pretty odd that they sent me the $30 coupon as well as the $60 coupon. Especially since I'm already a member. But my coupon has my name on it.
You have to go into a store to sign up.
Here goes the links for Best Buy.
http://m.bestbuy.com/m/e/product/detail.jsp?skuId=3069036&pid=1219087005455&ev=prodView. - PS4
http://m.bestbuy.com/m/e/product/detail.jsp?skuId=3069018&pid=1219087005454&ev=prodView - x1
On my phone so hopefully those links aren't too crazy...
By the way it's described you have to keep them on the portal just like the characters. At least that's what one of their PR folks said in a video on YouTube.