TIME Companies

Uber Will Let You Catch a Ride Aboard Optimus Prime

Transformers The Ride - 3D Grand Opening Celebration
Gustavo Caballero—Getty Images Optimus Prime attends Transformers The Ride - 3D Grand Opening Celebration at Universal Orlando on June 20, 2013 in Orlando, Florida.

Promoting the upcoming Transformers film

First it was on-call ice cream trucks, then Fourth of July choppers and finally delivery air conditioners—now Uber is launching a limited-time offer to ride Optimus Prime, a replica of the 18-wheeler cab that morphs into Transformers’ Autobot leader.

For three days from 1 p.m. to 7 p.m., Uber users in Dallas (June 16), Phoenix (June 19) and Los Angeles (June 21) will be able to summon Optimus Prime (in his truck form, of course) for a 15-minute experience. Like the Angry Birds Transformers game announced yesterday, Uber’s special ride is a promotional tie-in for the upcoming Transformers: Age of Extinction, which premieres June 27.

But the on-demand car service, valued at a whopping $17 billion, warns that Optimus will be in high demand.

“There’s only one Optimus Prime, so making contact will be difficult and may take many tries,” says Uber’s blog. “But don’t give up!”

Tap to read full story

Your browser is out of date. Please update your browser at http://update.microsoft.com


YOU BROKE TIME.COM!

Dear TIME Readers,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team