Uber, Disney Zap a 'Star Wars' Experience

Uber has collaborated with Walt Disney Co. on a marketing activation that transforms the car-service company's user app into a themed Rogue One: A Star Wars Story experience.

The opt-in experience gives Uber riders access to special Rogue One content, including two exclusive videos that are unlocked when users request a ride. Among the playful features are the replacement of the typical vehicle icons with starships from the film.

The promotion is running globally until Rogue One's theatrical release on Dec. 18.

Uber and Disney hope app users will enjoy the ride, especially on their way to see the film.