It's a bit misleading. In order to get the free month of Gold, you have to decline opening a Gold account (and paying for it in advance) and open up a Silver one instead. When you do so, you'll immediately get a message saying something along the lines of, "Just to show you what you're missing, we've decided to upgrade your Silver account to Gold status for a month..."
It's a BS way of doing it, especially when they put it on the box as one of the things you're paying for. Call MS and ask them to give you your free month and they might add it on to whatever subscription you've paid for.
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