Look no further than today’s big (and smart) PR stunt from Uber that has everyone tweeting. They capitalized on National Cat Day and partnered with the absolute best brand to partner with on such a day (meme site Cheezburger), added adoptable kittens and tada, instant PR win. Uber is also donating proceeds to local shelters to make this extra feel-good.

The brilliant stunt is a good way for Uber to steer media attention away from some of its criticisms (largely stemming from angry taxi cab companies and regulation) and to bring kittens into people’s lives. Because there’s pretty much nothing better than kittens, except of course kittens with puppies (you’re welcome).