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New York Uber users seize the Iron Throne in #RideofThrones HBO promotion

Uber riders in New York City have been given the chance to seize the Iron Throne as part of a new promotion hosted by both the ride-sharing app and Game of Thrones broadcaster HBO.

Today (Thursday April 16) and tomorrow, the #RideofThrones offers New Yorkers who select the ‘Throne’ option in the Uber app a chance of getting to mount Game of Throne’s infamous Iron Throne.

The photo opportunity upon the throne, which is transported in a transparent lorry carrying HBO Now branding – HBO’s newly released subscription-based streaming service - is forbidden from ferrying kings and queens of the Andals (or commuters) throughout the city however.

State safety regulations hinder the use of thrones made of iron daggers as transportation vessels, so instead users will recieve an Uber car to get them to their destination.

The campaign was pushed on social channels both by HBO's Game of Throne's Twitter account and Uber New York.

Lucky competition winners were encouraged to share their images with the hashtags #RideofThrones and #GetHBONOW.

The promotional event from Uber is just one of many experiences the firm is pushing to differentiate it from its rivals, as it looks to emphasising its image as more than just a digital taxi service.

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