Just got mine from the purple placeand the mount code comes with it on the back of the manual.
I think on the PvP servers you can attack anyone who is not in your group outside of cities.
I got the War Mammothand i was a pre-order
*edit
Clairvoyant - there are 2 codes on the back of my manual, 1 being my product key and the other being my in game item which i assume is my mount.