Final Fantasy XIV are a pretty hot commodity these days, and FilePlanet has managed to get it's virtual hands on some.
The site is being very clear that this is a limited number of keys, and the FilePlanet powers-that-be are acting accordingly. You'll need to be a FilePlanet or Founders' Club subscriber in North America, you'll need to watch closely, and you'll need to be fast. They'll release one batch of keys every day until August 16th, and once they're all claimed for the day, that's it.
To try your hand, stake out FilePlanet's beta key giveaway page, and good luck!