Problem?

ok me and a friend have just bought guildwars nightfall, its the first time we have played guild wars.

on the back of the box on both our case it says

includes: Exclusive Full - Colour Poster Quick Refrence Card
Collectable "Game Activation" Card Epic Trial Key And Nightfall Buddy Key.

Ok so my friend opens his box and has no poster.

then I open my box and got a poster, the manual and a play catalogue but no activation code or card.

Its Asking 4 An Activation code but where do i get it?????
My friend got a small card with it all on, but i cant find mine

If you didn't have an activation code inside your box then take it back to the shop and get a new copy.