1980s hero Marty McFly travels to Oct. 21, 2015, in Back to the Future II, otherwise known as this Wednesday — and nobody is more excited than the brands.

In a partnership with Verizon, ride-sharing service Lyft will be bringing a fleet of DeLorean DMC-12s to New York City to offer users free rides on Back to the Future day, Oct. 21, 2015.

Within the Lyft app, users can select "McFly Mode" for the chance to get a 20-minute ride in a DeLorean, but only between 11 a.m. to 5: p.m. Lyft is reportedly shipping DeLoreans from around the country for a makeshift fleet, but it isn't announcing an exact number of cars, so they might be tough to book.

Verizon created #WhyNotWednesday, a promotion that offers prizes to "give our customers a chance to sample the best of the digital world." So, apparently, that includes a failed 1980s sports car.

Image: Lyft

Oh, well. All things considered, the opportunity to ride in a DeLorean isn't something to pass up, even if branded nostalgia for Back to the Future has become a bit heavy handed.

The promotion is rather similar to those put on by Uber; in 2013 it offered DeLorean rides and it recently gave New Yorkers free rides in Stormtrooper-themed cars. Pepsi and Toyota have also joined in on the fun, releasing Back to the Future-inspired products.

Doc Brown's time-traveling DeLorean is arguably the most iconic prop from the Back to the Future, but many don't realize its inclusion was somewhat of a joke. By the time the first entry in the series premiered in 1985, the DeLorean Motor Company had ceased operations after just two years of production and its founder, John DeLorean, had only been recently acquitted of charges related to a Cocaine trafficking scandal.

Its inclusion sort of had the opposite effect, turning the DMC-12 into an icon, transcending its status as an expensive, high-profile failure.

So, if you're in New York on Back to the Future day, it'll be worth opening up the Lyft app to get a ride in this icon, even if you're a little tired of the brands.