I think it's a bug. A similar thing happened to both myself and a friend, except instead of showing my NA character, it showed one I made on a JP server when I couldn't get into NA and wanted to putz around a little.
Anyway, I chose to Register the Windows Code (or whatever that button is), entered the code I got (pre-ordered collector's edition from Amazon, got code in an email), confirmed it on the next page, and then after I logged out of FFXIV and logged back in I had my collector's edition items.
I should also note I relogged at 4 a.m. EST... I don't think it's worth logging off during the day to try to to get the items (risk of being unable to log back in).
Hope this helps... good luck.