There is no standard practice in promotions. terms of promotions vary widely. But his was was very explicit: you earn upgrade by buying a ticket in business on the italian website. And status will be cancelled if you ask for reimbursement (which suggest that you do not have to wait for flying to get the upgrade).
Of course, tehy can renege on their pormise, but the text was very clear and precise.

But agreed with Cupart that it will take them time to sort their email, in part becasue many poeple asked for clarification by email.