Vintage vehicles emblazoned with a Boardwalk Empire-inspired hashtag are roaming New York City streets as part of a partnership between premium cable TV network HBO and on-demand car service Uber.
Through its mobile app, Uber is offering free rides Thursday and Friday from 11 a.m. to 6 p.m. ET in the 1920s-era vehicles, which include a Rolls Royce, Bentley and Cadillac.
Each car, plastered with #BoardwalkRide, touts Boardwalk Empire‘s Sept. 16 season three premiere.
Uber also recently gave free lifts to Fashion’s Night Out attendees in 2013 Ford Fusion wrapped in Rebecca Minkoff artwork.