HBO partnered with Uber to promote GAME OF THRONES with a contest for Manhattan-based fans to take a picture on the Iron Throne. Several Throne-mobiles and Iron Throne pedicabs hit the streets of Manhattan to be summoned by typing the promo code "ThroneRides" in the Uber app for iPhone and Android. From there, Uber users had 2 choices: either "Throne" to get the chance to take a picture sitting on one of a handful of stationary, glass-encased Iron Thrones, or "Pedicab" to be carted around town in a pedicab fashioned after the mighty throne while pretending to be King of the Andals and the First Men. The Iron Throne was available from 11 a.m. to 5 p.m. ET each day, and was limited 14th and 59th Streets and Lexington to 9th Avenue.