From the IKEA Email:
"A special gift from us, just because
Surprise! We wanted to take a moment to say thanks for being such an important part of our IKEA Family.
So, we've put together a special EFTERTRÄDA gift pack for you, including a t-shirt, towel, water bottle, key ring and bag. EFTERTRÄDA is our first ever merchandise range, created for our biggest fans, using the IKEA logo and barcode as design elements.To claim your gift pack, just click below and follow the steps before 20 August."
Not sure if targetted to members who have made recent purchases. Check your email!
edit 10:35am: OOS in certain IKEA stores - limit of 100 units reached apparently
edit 10:50am: OOS in all IKEA stores.