This game has a special redeem process. I do not know who you contact, but you need to contact someone and have them activate it for you. This was a bit inconvenient for me, as well. I hope that someone will tell us who to contact, as I want to register my game as well.
EDIT:
Actually, I found out where you need to go. You must go to https://help.ea.com/contact-us. They can help you redeem your code on Origin. Unfortunately, they are closed for the holidays right now.
