Is this the first time you're trying to activate the token?
Or you might have tried activating before and was successful?
Login to https://billing.microsoft.com from there you can check your Live ID's, check if you might have associated one of your ID's with the new Product Key.
Alternatively contact support. They can check your product key to what Live ID is associated with it.
How to reach support (FAQ) -
http://forums.microsoft.com/WindowsOneCare/ShowPost.aspx?PostID=2421771&SiteID=2