Just found this on the UK website, may be interesting for those of you who travel extensively between UK and Scandinavia.

See the link:
SAS Red Letter Days promotion

Basically if you fly at least three times between the UK and Scandinavia during the period 17 January 2005 - 31 March 2005 in either Economy Flex or Business Class you can participate.

When the period is over you send the boardingpasses from the flights you made during the period and in exchange you can choose between different activities depending on how many flights you made.

For example they offer a cruise on river Thames, sushi school, theatre tickets, helicopter fly-drive experience and much more...