Want to Ride in the Ecto-1 Car From Ghostbusters? Try Lyft

Promotion also ties in with Twinkie, Hi-C

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If you've ever dreamed of riding in one of the Cadillacs from the 1984 Ghostbusters movie, this week could be your chance.

As part of a promotion around the July 15 release of the film's reboot, ride-booking app Lyft and Sony Pictures are teaming up for a campaign and free rides in five cities: San Francisco, Los Angeles, New York, Boston and Washington, D.C.

On July 1 and 2 from 10 a.m. to 8 p.m., a "Ghost Mode" button will show up in the Lyft app with custom icons from the movie. Five Ecto-1 cars—the model featured in the original film—will cruise around each of the participating cities to pick up a handful of lucky riders who click the button. The movie's soundtrack will play in the car, and the drivers will dress up as Ghostbusters characters.

Each themed car will also be equipped with key lime-flavored Hostess Twinkies and Hi-C Ecto Cooler, two products featured in the original movie, and riders can enter a sweepstakes to win free tickets to the Los Angeles premiere of the new film.

"It's one of the marquee things that we do and just had a bunch of fun creating these insane experiences for our passengers," said Ethan Eyler, Lyft's innovation brand manager.

It's not the first time Lyft has tried to trick out its cars for a movie promotion. Last year, it worked with Verizon to create a campaign for Back to the Future Day. (Passengers got a chance to ride in a DeLorean driven by a driver dressed as Marty McFly.)

"We're not aspiring to be a replacement for a taxi," said Jesse McMillin, Lyft's creative director. "Obviously we need to get you from Point A to Point B and do that really well, but if we can do these things that make you think, 'Wow, that experience is something that I haven't necessarily had before,' then we're creating a space for ourselves in the overall category that's unique."

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.