Experiential Marketing and the Rhinoceros of Love

by Demi Pietchell

Let me level with you for a moment – I’m one of these people who do not have your run of the mill fears like heights, swimming, and the dark; my fears are advanced, irrationally ridiculous, and often challenging for others to understand. The things I fear the most have been polished and honed by the rock tumbler-like paranoia engine of my mind into what can only be classified as Seinfeld-caliber neuroses.

As a child, I grew up around the block from Lion Country Safari. But I chose not to go.

experiential marketingYou’re probably thinking, “Why? Doesn’t every kid want to drive through four miles of wilderness to get up close and personal with exotic animals? And how cool is that to live so close by that you could go all the time? What a lucky kid!” Ordinarily, you’d be absolutely right – my friends loved to go to Lion Country Safari to visit the treasure trove of uncommon animals, even if they were driving in from other parts of the state specifically to check out the park. And they often extended invitations to me to join them even though I would decline each time, blaming my choice not to attend on thinly veiled, irrelevant excuses like my dislike of sunburns, the excessive Florida heat, or maybe a convenient but terrible case of hypochondria. Luckily, my friends never pressed the issue – they just thought I was being a little diva. In other scenarios, this was likely a valid perception.

Knowing you are probably thinking these things as well, I’m trying to find a way to put this so as not to offend… but I was terrified of the very idea of the theme park safari. Granted, I was terribly precocious, but even as a child, I was having prophetic visions of how a rhino might mistake my vehicle for another animal… and fall in love with it in ways I would never understand.

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The thought of being trapped inside an ordinary vehicle during this heartfelt romantic expression by a beast built like a battle tank was too much for my little brain to handle. So I opted out, carrying this traumatic fear part and parcel into my adulthood.

You’re already laughing at me. Go ahead. You have my permission.

Now here’s the clincher – I’m also the type of person who gravitates toward situations in which I am faced with conquering my bizarre, irrational fears in decidedly over-the-top, ill-advised ways. So when Tracy Tilson and Britt Monroe of Tilson PR invited me to go to Lion Country Safari with their public relations team in order to participate in one of the craziest experiential marketing events I’d ever heard about, I was intrigued. And based on the prospect of having a unique opportunity to stare down my childhood fear, I decided it was entirely necessary for me to attend.

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And that’s how I convinced the protesting neurotic voice in the back of my head that I should get inside of Truly Nolen’s Mouselimo, the “head mouse” of a fleet of bright yellow mouse cars that make house calls to exterminate pests, to drive past a bunch of rhinos at Lion Country Safari. And then blog about it.

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Off we go….

We pass the chimps who act like nothing is wrong and several types of horned prey animals who fear the Mouselimo, turn tail, and run for their lives. Everything seems fine. This is totally manageable: we’re driving along, I’m tweeting up a storm, the animals fear the mouse… we have the upper hand. I’m breathing. I’m cool. I’m remaining calm.

Then, I look to my left….

And I freeze, face to face with a rhino in all his Abrams main battle tank glory who, much to my chagrin, has no fear of Truly Nolen’s bright yellow Mouselimo.

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And I’m not sure, but in the next few moments that passed, which seemed like an eternity of my staring eye to eye with this beefy battle tank beast, I break into a sweat. I stop breathing. I close my eyes.

And I start to pray:

Pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimopleasedon’tdeflowerthemouselimo
pleasedon’tdeflowerthemouselimo………………………………………………………

The car wasn’t moving. We weren’t going anywhere. I slowly began to open my left eye.

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And I looked at him again. I considered him standing there, looking back at us. And I realized he might not be so bad. He actually seemed kind of chilled out chewing his grass… more curious about us than anything sinister. He certainly didn’t look like he had any unpleasant intentions toward our rodent-shaped chariot.

Clarity. It wasn’t going to happen. Exhale……………………

This was when our chauffer drove away. And the rhino was gone.

I felt lightheaded as I slowly started to breathe again. But we were safe.

I was breathing.

And we were safe.

No deflowering by scary rhino love monster.

Neurosis vanquished, all flowers intact.

Riding Around in a Mouselimo at Lion Country Safari

by Jennifer O’Brien

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Today I was lucky enough to participate in experiential marketing. I arrived at Lion Country Safari with BMI Elite’s Director of Marketing, Demi Pietchell, and was introduced to some wonderful people. They were a mix of bloggers and employees of Tilson PR and Truly Nolen. Everybody was given a tote bag filled with coupons, a zebra pattern hat, snacks, Truly Nolen trivia, etc. After signing a waiver, we all entered into the Truly Nolen Mouselimo and went on the four mile drive thru Safari while observing the animals’ reactions.

experiential marketing eventsTruly Nolen is the pest control company who has the Volkswagen cars turned into mice. So the limo that we were driving in was shaped like a mouse including ears and a tail. The animals’ reaction to the limo was hilarious! Some of them ran from it the second they saw it. Others were just confused by it and starred at us with such a quizzical look on their faces.


event markingWhile riding in the limo, I was instructed to post “tweets” from my iPhone about what was happening. Today was my first experience with using Twitter and I found the process to be quite interesting. After some initial confusion, I think I got the hang of it. I learned that with every post I should include the hash tag and to include relevant links to tag people like @LionCountry and @TrulyNolen_Limo.


I took a few pictures of the animals to share on Twitter. There was a Greater Kudu who was right next to the limo. He wasn’t scared of it at all! He was very calm and beautiful. It was very cool to see a zebra up close.

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Their pattern is so unique and it looks almost unreal like someone painted on their stripes. The rhinos were the scariest. They were right next to the car! I have never been that close to a rhino before and I was just waiting for it to charge at the limo.

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My favorite was the giraffe. There was a mother and baby who were just precious!

My impression of experiential marketing based on my experience today is that it is a very fun, creative, and effective way to promote your company. As a newly hired intern, I learned a lot and had fun. I was grateful to have an opportunity like this and hope to do many things like this in the future. public relations marketingI tried quite a few new things today. This was my first time to ride through Lion Country Safari in a mouse limo, my first day using Twitter, my first experience with an experiential marketing event, and my very first time writing a blog post!