They will give you the code to activate the game via Battle.net and after you activate it/ subscribe and activate it, or add a new game and activate it by authentication code that they will email you, you can download the entire games via battle.net, manage games section.
Well, on the Battle.net, after you logon to the account, click where it says "Manage My Games: Go to Account Management." There, you will find a "Add a Game" button high-lighted in green. Click that and it will ask you to Activate a Game key, where you will enter the code.
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