Dodge, Mattel and Uber are embracing the dark side of the Force.
The three brands are behind a promotion today in New York City in which Uber is giving customers a chance to ride in a Stormtrooper Dodge Charger. The eight Chargers -- which Dodge lent to Uber NYC -- are made to look like Mattel's Hot Wheels Stormtrooper diecast car that is part of the toy company's lineup of merchandise linked to the upcoming release of "Star Wars: The Force Awakens."
Uber -- which timed the promotion to "Force Friday" -- is telling consumers in Manhattan to request a free ride in one of the Chargers by entering the promo code "HOTWHEELSFF." Uber is also giving away one of the Hot Wheels cars to customers lucky enough to be hooked up with one of the free rides. Uber stresses that rides will be given away only "if a car is available." Rides are only available at 59th Street and below, and only until 5 p.m. today.
Dodge is owned by Fiat Chrysler Automobiles, which is one of seven marketers partnering with Lucasfilm for the launch of an "expansive, historic promotional campaign" in support of "The Force Awakens," which opens on Dec. 18, according to a recent announcement by Lucasfilm. The other partners are CoverGirl & Max Factor, Duracell, General Mills, HP, Subway and Verizon
Procter & Gamble-owned CoverGirl recently debuted a limited edition Star Wars collection, including Star Wars branded lipstick.