You need to right click the game in your steam library and select view cd key (or click the little popup when you start the game). This is the key you can register on these forums.
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Don't forget that you also need to move the game from "Hidden icons" to "Shown Icons" under my games if you want to show off 
Oh yeah, thanks for pointing that out. A bit silly that it defaults to keep it hidden.
Yeah I know. But it's needed as there are people with 50+ medals already. And should it be visible, "fun" things might happen if another one is added and put on auto display :/