The email was misleading, but there is a link in the email that takes you here: http://support.na.square-enix.com/fa...=main&id=15361

Where it clearly says 12 am on the 24th for the bonus code. You get the minion and the tokens for the clothing at the end of the Tokyo fest, but the clothing tokens can't be redeemed in game until after the EU fanfest.