I was of the impression based on their comments here that the rewards would come only after the person had actually participated in the event the reward is attached to, so not until the trial is over would you get the reward for them buying it, and not until they started playing the 30 day extension (after the 30 days free with the box) would you get the BO and ship... but I could be mistaken.
courier title and tribble you get pretty much straight away (allow for some lag as the system updates, maybe log out and back in) but the other rewards will only come after the free time (referral and free 30 days) lapses and the subscription itself actually begins. at least thats how it seems to be.
also rewards will appear in the special unlocks tab of the c-store for you, mostly.
It is broken; GMs said it to me. Mine says "Offer Cancelled" even though the keys were used to access the demo, and then subscribe. I've been told to be patient as they 'fix it', but it has been over a week now. I've got nothing, and my friend has nothing (she was meant to get XP bonuses etc).