Looking through here I see alot of peeps have the same problem I did. So rather then let the devs run you through hoops, till your tired of doing it... here is a simple fix for ya.
1. While the letters appear as Uppercase in the box, the site does'nt seem to like upper case letters nor does impulse. So use lower case letters instead.
2. The Dashes are important... use them, properly.
3. 0 is ZERO. (At least in my case it is.) While it has no line running through it, (WHICH ANY COMPUTER SOFTWARE MANUFACTURER SHOULD REMEMBER TO DO BUT MOST FORGET ALWAYS!!!!) I have not found an O anywhere in my serial number. Take a gamble and unless yours is deffinatly not a zero, try the zero.
4. Use impulse to reg the game. The site totally does'nt work in my case, but using the above tips Impulse took it with out a hic-up.
Good luck.