As it says on the tin. It's not a code-based thing and terms below:
*Value of discount will be deducted from product list price at time of purchase. Valid for PC Digital Download versions only. Discount is valid only on new purchases from the EA STORE at http://www.eastore.ea.com.
Excludes pre-orders, titles released less than 30 days, point cards, time cards, and Crysis® 2. This offer expires on 5/15/11 and cannot be combined with any other Gift Card, rebate or other discount coupons. Valid only in U.S., CANADA. Subject to availability. Customers are responsible for shipping, handling and applicable sales tax. Offer may not be substituted, exchanged, sold or redeemed for cash or other goods or services. Retailers, distributors and employees of Electronic Arts Inc. and their agencies/affiliates are not eligible. Void where prohibited, taxed or restricted by law. See specific Product Information pages by clicking on "more info" for additional terms and conditions for each title.