There is presented a system and method for unlocking a content associated with media. In one aspect, the method comprises identifying the media, generating an authentication key using at least one key data from a set of key data contained in the media, determining an address in the media of at least one content unit corresponding respectively to each of the at least one key data used to generate the authentication key; requesting the at least one content unit by providing the address; receiving user data in response to the requesting; comparing the user data with the at least one key data used to generate the authentication key; and unlocking the content associated with the media if the user data matches the authentication key.