How do I register my game?

I purchased Mass Effect 2 Collector's Edition.  On the back of the user's manual there is a Game Access Code.  It says to go to ea.onlineregister.com and then enter the code.

I do not see the ea.onlineregister.com site anymore.  I figure it is gone since the game is old.  Where do you enter the code? Is it still even available? Thansk!