Most movie tie-in promotions are unimaginative and often cringe-inducing prospects, such as last month's X-Men/Carls Jr. commercials.
Every now and then though comes one that's actually pretty neat, such as news of a tie-in between the upcoming "Transformers: Age of Extinction" and popular taxi/town car service app Uber.
For a period of six hours in three U.S. cities this week, you can request to be picked up by Optimus Prime (in truck form of course) through the service between 1pm and 7pm.
The truck already did its work in Dallas yesterday, will be available in Phoenix on Thursday, and hits Los Angeles on Saturday.
Full details can be found at the Uber Blog.
Meanwhile there's also a new TV spot from the film out today, this one focused on the main villain of the piece Lockdown.