Not much. The shuttle and increased standings are only given if you create a new account with the code.
would have been nice to have that in the box, it said on the site..
* 60 Day Game Time – Useable by both new and current players.
* Instant War Access – Retail box buyers will receive an in-game certificate that will give them instant access to Factional Warfare, while other users have to spend considerable time earning the right to fight for the factions.
* Career Guide – For the first in the history of EVE, CCP will offer players goals in the form of what career they want to pursue and the inside advice on how to get there. This might become the biggest thing in this box if this works well.
* VIP Pass – Players are told how they can invite their friends and give them VIP Access to EVE Online in the form an extended trial and if the friend becomes a subscriber the player will get a 30 day free game time added to their account.
* Special Edition Ship – Players will get an exclusive ship in-game. It is special type of a shuttle that is ideal to move things around due to much increased cargo space. This is the first time CCP has created an exclusive ship, so we believe our current player base will be very interested in this.
Nothing there about having to create a new account, surely this is false advetising?