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If you purchased before the 'release' for EU which was around 75mins ago, your 'Premier club' should already be attached to your game.
Also when you get to the Main Menu in game it pops up in the bottom left hand corner "Premier Club Activated"
There are no activation codes when you purchase a game on Steam you get everything it said you were getting when you purchased it all included with the install.
Ok, I see. It means there are no activation codes for Steam version of a game, right?
If you read carefully, you see that this article is about adding a retail game on Steam. This means, if you buy the DVD of Borderlands 2 in a store, you can enter the serial key (in the above format) in Steam, to also get the game attached to your Steam account. You don't get a key if you buy it from Steam. I'm sure there is a key somewhere, in your register probably, but it's no use to you if you bought the game on Steam.