My inbound flight was on my birthday. They crew didn't know. I did not have MPC, but they knew I was on AM since they told me when they asked me to join a survey. I told the stewardess who was serving drinks it was my birthday and they gave me a box of pralines and a card signed by the staff before I landed.
I was flying on J and did't see of there were any vacant seats on F. But since they didn't know it was my birthday, I am guessing I never had a chance for any upgrades.