Q: Why can't I redeem my digital copy from universal?

I'm currently trying to redeem the digital copy of "The Lorax" from Universal Hi-Def website into iTunes.  Once I get to the redeem stage, it tells me to select the button to launch iTunes, and continue with the code to download.  The only thing that happens when I press the button is that I'm taken to the apple website, to download iTunes all over again.