What’s Uber’s strategy for gaining customers in Asia? One word: Puppies.

Uber is spreading rapidly throughout Asia and around the world, and as it attempts to conquer new markets, it must ramp up its marketing to attract attention.

But in this day and age of constant distraction, in which consumers are unceasingly bombarded with calls to action from any number of consumer tech brands, what can a startup do to ensure it gets noticed?

We should all know the answer by now. Puppies.

Today, Uber Taipei launched a promotion in which users aching for some puppy love could call for a vehicle that would deliver puppies on-demand to a specified location. Playtime lasted fifteen minutes, and required a NT$ 300 (about $12) donation to the Taiwan Life Caring and Animal Rescue Organization.