Post release. As it's a Steam key or tied to your email if it asks you for it, you'll just have to enter a product activation code in Steam after the game has been released. Similar things happened with AAMFP.
As far as I can guess, if you now have it, then you have it. You would likely not have to use the console to grab it, since that would violate methods as it has been done in the past.
Feel free to contradict me if you do find a way to activate through the console.
Congratulations nonetheless!