In celebration of Back to the Future Day, Londoners will be able to hitch free DeLorean rides in these movie-themed taxis. The project is the brainchild of Pepsi and Uber with the soda-maker hitching along on each of the rides. Pepsi continues its recognition of Back to the Future Day, with numerous marketing projects that evolved from the brand's presence in the cult film.
To go back to the future, consumers have to input the promo code “PEPSIMAX" into the Uber app, which gives them the chance to enter the DeLorean time machine. In describing Pepsi's heavy involvement in Back to the Future Day, brand manager Alex Nicholas said that the Pepsi Perfect scene in the film was an iconic moment and the brand wanted to give back to fans of the movie with throwback DeLoreans to mark the special day.