New hard drive.. Windows 8 install asking for product key

Hi,

I replaced a failed HDD and when installing Win8 from from Dell's Windows 8 Recovery Media disk I get asked for the product key. There is no option to skip the key. Dead in the water. 

Posts similar to mine end up with a DELL support asking for a PM of the service tag. I can do that but need to know who to PM.

Thanks

Wayne