I assume that it is a one time event, similar to the events that were run before the Moria and Helms Deep expansions were rolled out. Which means, the players of each server will unite their efforts in collecting tokens and donating them to a NPC until they reach a certain threshold; and after that they will have access to specific (cosmetic) rewards that they can barter.
Treufried, human Level 105 Lore Master, formerly from Maiar (DE), now on Belegaer
Manfreid, dwarven Level 105 Champion, all the same
Alexophor, human Level 105 Hunter, formerly a Nimrod, now on Landroval