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Uber and Pepsi Max drove Londoners around in DeLoreans for Back to the Future Day

Today is the date Marty McFly and Doc Brown travel to in Back to the Future Part II and to celebrate Uber and Pepsi Max offered free rides in DeLoreans to fans.

If by some miracle you missed it, today was the day that Marty and Doc travelled to in Robert Zemeckis’ second classic Back to the Future film, not to mention it’s the movie’s 30th anniversary too.

The DeLorean's time circuits famously place us in the future.
We’re now officially living in the future.

To celebrate, Pepsi Max, who also recently unleashed Pepsi Perfect (a futuristic spin on the eponymous beverage from the film) in very limited quantities upon the world, teamed up with private car service Uber to offer free trips around town in the film’s iconic car, the DeLorean DMC-12.

To summon one of the eight movie-replica cars, users had to use the promo code ‘PEPSIMAX’ in Uber’s app after which an additional class of car would appear in the options alongside more conventional rides such as Uber X and Uber XL. Sliding along to the unlocked ‘Time Machine’ option, those lucky enough could call upon one of the futuristic rides to take them from A to B in a wave of 80’s nostalgia.

Uber Time Machine
No word on whether the cars had had the appropriate hover conversion work done.

Unfortunately the experience ended at 3pm today, meaning you may only have a fleeting chance to catch these iconic cars rolling around town before they all head back to the future.

From where we stand this looks to be one of the coolest uses of Uber’s promo code feature to date and a great lesson to brands who shy away from product placement in films. Pizza Planet trucks or A-Team vans next perhaps Uber?

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