Hello,
This really depends on what the demand is actually like. My experience is that they usually give them out when the flight might be overbooked and they usually starts notifying you 24 hours before flight departs before you select the amount of bags you have to check in. This usually happens on a trip without any stops between and all have to be on BA metals.
There should be a bit more information about this when you search the 'read this first thread'.
Oh do remember you can upgrade the the airport too if departing from LHR -- Go to the promotion desks at E in T5 or the customer service counter for information b