This is only the second blanket status match campaign (there have been other additional more limited ones in the past, focused on certain territories and/or targeting particular airlines), the first being almost 2 years ago:

http://www.flyertalk.com/forum/flyin...tus-match.html

It seems, however, on closer inspection that this is a Danish initiative (see the "dk" in the URL provided) - although there is no indication that the offer is limited only to Danish residents, I wonder how, in effect, it will actually pan out for people applying from other countries. Removing the "/dk" from the URL, and going to the main website gives an error. Substituting in other countries - such as us, de, uk - gives an error.

It also works, however, for the following countries, so it appears to be focused on Scandinavia alone:

Sweden - se
Norway - no
Finland - fi