That depends. All the certs I've ever seen from CCs have been specifically for the card holder and I doubt these certs would be any different.

With that said, I've seen lots of posts where someone made a reservation in their own name and added someone else to the reservation as well. That usually allows the other person to check-in without the card holder ever having to show up. But if you go that route, as always, YMMV. The T&Cs do state the free night is for the card holder and a particular hotel could decide they won't let anyone (named on the reservation or not) check-in until the card holder shows up. (It may not happen very often, but it could happen.)