Redeeming it seems to be a 2 stage process behind the scenes.The first stage adds it to your profile as you saw, the second generates you a 20 character EA code.

I would keep retrying like the above said, but I don't think it's even generated your 20 character code yet so I doubt you'll get an email yet. Mine originally did what yours did on Monday, but wasn't until trying a few times on Wednesday did I get it to generate the 20 character code. The email confirmation didn't arrive until late Thursday, so when it appears on screen, be sure to write it down!