Uber is delivering on-demand puppies across 10 cities in the US, as part of the taxi apps new Super Bowl promotion.
The deliveries were part of a promotion for the station’s upcoming Puppy Bowl XI special.
The show airs annually as an alternative to the NFL’s Super Bowl, which kicks off in Glendale, Arizona, this Sunday.
Puppy Bowl cameras follow the pooches as they play in a field-themed pen packed with football toys.
US users in select locations can use the Uber app to request the dogs to play with.
Office workers requested a “puppies” option on the mobile app and then created pens for the pooches before delivery, Uber said. They paid $30 for 15-minute play sessions, with proceeds going to local participating animal shelters.
Using the PUPPYBOWL2015 promo code will get $20 off the first Uber ride if a user is new to the app.
“They all lose it when the puppies come in,” Zuhairah Washington, the general manager of Uber’s Washington D.C. branch, told USA Today. “It’s a great way to lift the mood. You’ll see those super serious people come in and cuddle a puppy, and it’s just great.”
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To address safety concerns, Uber has teamed up with Animal Planet and local rescue organizations for the stunt, and all the puppies who make an appearance will be up for adoption.
Meanwhile, “every dollar from your visit is donated directly to the participating organization in your city,” Uber said.
That includes the Arizona Humane Society, Atlanta Humane Society, BARCS Baltimore, Cleveland Animal Protective League, Dallas Animal Services, Denver Dumb Friends League, Humane Society of Indianapolis, Wags and Walks LA, PAWS Seattle, and the Washington Area Rescue League.
This is not Uber’s first time providing on-demand cuddles; it also delivered kittens back in 2013.
The taxi app has also delivered Halloween costumers, food and flu shots in other promotions.
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