Nintendo released a message via Facebook in the UK:
"Selected Club Nintendo members can get this Spooky Black Cat theme free of charge until 30th October.
Be sure to check your email inbox for the download code. If you've linked your NNID to your 3DS you should also have a code."
Except that last bit isn't true if you chose not to receive notifications when you set up the NNID on your 3DS. This can be changed in system settings. Will you still be able to get the free code if you change settings now? No idea. All these different conditions placed on getting promotional content and the disparity across regions is getting really annoying.
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Topic: Promotional codes - sign up to everything Nintendo
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