Uber has launched another activation campaign to get people to sign up for the service, but this time it has joined the Dark Side. The company has teamed with Disney for a special promotion for the upcoming release of Rogue One: A Star Wars Story, which will premiere in theaters on Friday, December 16.
Riders from “hundreds of cities” globally will now be able to opt-in to participate in this program, in which the cars Uber picks them up in will be replaced — at least digitally, within the app — by a Star Wars vehicle. So instead of seeing a Toyota Prius coming down the road, in the Uber app, a ride might instead be represented by an X-Wing, Tie Fighter, or maybe even…the Death Star?
Okay, that last one isn’t really a vehicle, per se, but Uber didn’t provide specific list of vehicle images that will be displayed. So it’s possible, right?
The Disney partnership happens to be one of the first promotional campaigns the company has done since the launch of its app redesign. As part of that update, Uber enables riders to do more within its app while en route. That may mean being able to fuss with the Pandora or Spotify tunes playing in the vehicle, seeing what locations are near your destination, ordering food through UberEats, and more. With this Disney collaboration, when you’re in a “Star Wars vehicle,” you’ll be able to access “never-before-seen” curated video content, perhaps even getting a look at behind-the-scenes clips, cast interviews, and more.
The Star Wars promotion is for a limited time only, running from December 12-18. To enable this feature, open the Uber app, tap on “Activate” within the “Rogue One” card, enter your destination, and may the Force be with you.