It is a pin code offer, meaning you have to be selected by Disney before you can take advantage of it. It might come via email or post card (I've gotten both for this one).
It is $395 for a $500 gift card to be used at over 150 Disney World merchandise shops. It can't be used for food, or reservations, or room services, etc. Just for merchandise/souvenirs. Even that is limited to certain locations (can't use it in certain countries within Epcot for example).
I have received 2 of these offers, but I'm just not sure it's worth shelling out almost $400 a week before my trip. IMHO it's not that great of an offer!
One more thing, supposedly your trip has to start after Jan 1 to even be eligible to receive this pin (So says a few CMs), but my father got one and he is going for Christmas, so go figure! I'm going for Christmas and Feb, so I don't know which trip triggered mine.
