The campaign called "Autobots" will give users a chance to request a ride on a replica of the sentient car called Bumble Bee, one of the characters in the movie. The service will also have a single Optimus Prime truck available in Dallas on Monday, Phoenix on Thursday and finally Los Angeles on Saturday.
Users who live in these three cities can open their Uber app and select the "Autobots" option. After selecting a pickup location, users will have to tap "Roll Out" and hope that they have made contact with Optimus Prime for their ride.
There is only one Optimus Prime truck so Uber customers could find it difficult to get on the truck but Uber said they should keep trying till they get lucky.
This is the ride-share company's biggest publicity stunt so far. The cash-rich company continues to find more revenue as it spends increasing amounts of money on legal fees, expansion into new cities and fending off competitors like Lyft.