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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!”

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