I'm assuming that this is a new field in your subclass of Customer? Might be that you don't have an active start date and end date specified for the promotion. Have you tried keying it off of other attributes on Customer (like username == "something")? Just trying to narrow it down to what exactly works and what doesn't.
One thought that I had is that it's possible that when a customer is getting created via the CustomerService it's not actually creating and persisting your custom class. You might look to make sure that something like this appears in your applicationContext-entity.xml:
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<bean id="org.broadleafcommerce.profile.core.domain.Customer" class="com.mycompany.profile.core.domain.CustomerImpl" />