Uber App Goes Gangster-Style to Promote Boardwalk Empire Premiere

Uber Vintage Rides - Boardwalk Empire

It would be tough to top last year’s promotion for the season 2 premiere of Boardwalk Empire, which saw HBO partner with the MTA to run a prohibition-era subway train (complete with Boardwalk Empire-inspired ads) between 42nd and 96th streets in Manhattan.

But, for two days last week, Uber users in Manhattan were able to request free rides in a vintage Rolls Royce, Bentley, Cadillac, or one of the other 1920s-era vehicles.

Check out photos of the cars using the hashtag #Boardwalkride.


HBO Promotes New Boardwalk Empire Season with Prohibition-Era Train Rides

Boardwalk Empire - Vintage New York train

Photos: Scott Beale / Laughing Squid (http://laughingsquid.com)

The HBO crime drama Boardwalk Empire is back on September 25. To help promote Season 2, HBO got together with New York’s Metropolitan Transportation Authority to run a Prohibition-era Interborough Rapid Transit train between 42nd and 96th streets in Manhattan during the weekends in September.

The three-car IRT train features Boardwalk Empire-inspired ads, as well as vintage looking ads for saltwater taffy to ladies beachwear fashions. No word on whether they’ll be any Prohibition-era hooch available for sipping.

I can’t imagine that the real-life ‘Nucky’ was a frequent patron of the Manhattan subways (he partied and had an apartment in NY). Enoch ‘Nucky’ Johnson most likely was driven from party-to-party in a style befitting an Atlantic City crime powerbroker; a 1920 Rolls Royce Silver Ghost, like this one used by Steve Buscemi’s character on the show.