Across Japan, starting on Friday, March 18th, 2016, the Spring! Is about to Begin! Pokémon Campaign (春だ!ポケモン、はじめてみよう!キャンペーン) will take place. Nintendo 3DS owners will be able to receive the Pokémon XY&Z Nintendo 3DS Theme - Satoshi and Pikachu for free. Participating stores have a serial code card and users can ask for one from staff members to be able to enter the code to download the theme.

The theme was designed based of the main characters of Pokémon XY&Z and their Pokémon as well as the recently revealed Volcanion which will make an appearance in the 19th Pocket Monsters movie which opens in theaters on July 16th, 2016.

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Serial Code Card Distribution: March 18th, 2016 until April 8th, 2016 (While supplies last)
Download Theme via Serial Code Entry: March 18th, 2016 until August 31st, 2016
Participating Campaign Store Chains: Apita, Aeon, Ito-Yokado, EDION, Joshin Denki, Toys R Us, Bic Camera, Fuji, Heiwado, Yamada, Yodobashi Camera, Pokémon Centers and Pokémon Stores

Source: http://www.pokemon.co.jp/info/2016/03/160303_cm01.html