I have some American friends that are doing this today actually :P I know that in England the lines are always ridiculously long at the GAME stores so I've never had the patience for doing that.
Stuck-in-UK-girl here: most of the GAME stores I've been to don't even use code.
You just stand near the store/in the store and collect the pokemon through the Ninetendo zone WiFi.
On the first day of the GAME Zards event I was the only person in the store. :)