To celebrate Back to the Future Day 2015, rideshare service Lyft is offering free rides in a fleet of DeLorean time machines all over New York City.
In the cult classic film Back to the Future, protagonist Marty McFly travels from 1989 to the future. To be more precise, he travels to October 21st, 2015. So according to Back to the Future, the future is here. To celebrate, ride-hailing app Lyft is giving New Yorkers the chance to call a DeLorean time machine to pick them up. Lyft has commissioned a fleet of DMC-12s, the highly recognizable sports car that was transformed into the Delorean time machine by Back to the Future's mad scientist, Doc Brown.
The ability to experience historical pop cultural films, TV and moments online has made cultural nostalgia bigger and more all-consuming than ever before. These DeLorean time machine rides are an example of a brand capitalizing on that nostalgia to create an experience for their customers.