OK, so that might not be what people expected from this, but Pichu isn't the only Pokemon being given away. As expected, being distributed at movie theatres from July 18th is the mighty Arceus, the star of Movie 12. It will be Lv.100 and will be holding the currently unavailable Rowap Berry, and like Darkrai and Shaymin, it will be contained within a Cherish Ball and will have the Classic Ribbon, preventing it from being put on the GTS. Its moveset is by far the most interesting of all the event Pokemon from Generation IV thus far - in a nod to Darkrai, Arceus comes with the moveset Judgment, Roar of Time, Spacial Rend and Shadow Force, giving it not only its own signature move, but also those of Dialga, Palkia and Giratina.
Again, I can't see many from 'Charms being able to get hold of Arceus from this particular giveaway, but the arrival of the Pokemon God is certainly a big announcement, and we can certainly expect to see the same Arceus being distributed around the world and most likely to a place near you sometime in the future.