Uber lets users hail a kitten on National Cat Day

To soften its image, the ride service offered the fundraiser for animal shelters

If you thought National Cat Day couldn’t get any more purrrfect, think again.

Uber on Thursday gave customers the chance to have kittens delivered to their home or office for a short snuggle session.

The company made the on-demand kitten-delivery service, which it launched in three locations in 2013, available in 55 cities from 11 a.m. to 3 p.m., said Uber spokeswoman Sarah Maxwell, who led communications for the effort. The ride-hailing service handled comms for the initiative in-house.

After paying $30 for 15 minutes of feline playtime, consumers can adopt a kitten — the program’s main goal, she added. Last year, Uber raised more than $17,000 for participating animal shelters.

With the program taking place in more cities this Thursday, Maxwell said Uber employees "hope some kittens find their forever homes."

The company sent dedicated riders an email this week about how to request kittens, and it tweeted about the service on Wednesday with the hashtag #UberKITTENS to build anticipation.

Uber used its online newsroom to help customers keep up with the campaign, as well.

Animal welfare organizations were also spreading the word about the campaign on Thursday, including the Humane Society of Indianapolis, which brought kittens to the newsroom of the local Fox affiliate.

This article first appeared on prweek.com.

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