Widowmaker posted this in the xbox.com forum and it worked for me:
First, sign out of xbox.com. Then go to xbox.com/rewards and click "Sign In" in the upper right corner. On the next page, do NOT click "Sign In". Click "Register" like you do not have a Windows Live account. It will then bring you to another sign in page, and just sign in normally. You may think you are done after this but you are not!!
Remember, once you have done the before mentioned steps, you still have to join the challenge!!
Click on the red "Old Spice Challenge" box in the lower left corner of the main page. If you get an error page, simply click the words above the error message: "Increase Your Gamerscore By 1,500 Before April 12th".
Then once you are there, click "Join Challenge" and then a box will pop up asking you to agree to the terms of the contest. Agree and then sign up.
You will know you are in because when you go back to that page, the "Join Challenge" link will be dark and the "I'm Finished" link will be lit.
http://forums.xbox.com/1/10303832/ShowPost.aspx#10303832
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