You have to get involved in the forums - no way around it, unless one of the community managers can send a code or something.
You need to reply and contribute a whole bunch, rank up, then get nominated to be a Champion then Hero.
There's a rules section about it here - check the first page of this thread. Someone posted the instructions on how to get it.
You can find more infos on this post:
Please read this article and then you will know.
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I do not work for EA, I'm a gamer trying to help fellow gamers.