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Library/Campaign/Valtteri Bottas's Ultimate Second Car
Grade B21 sourcesHIS-00697

Valtteri Bottas's Ultimate Second Car

Campaign · 2024 · Niche

36Editable slideCertificate

Bottas’s rentable ute ad drew a reported 17.3 million Instagram views in its first week.

Valtteri Bottas

@ValtteriBottas · Mar 20, 2024

Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia #UberCarShare

44.2K1K
Original · Uber Carshare / Poem / Valtteri Bottas

Zoe Skyforest

@rainbowdefault · Mar 20, 2024

This is gonna be good.

The Autopian@the_autopian

Ohhhh boy we're gonna drive it! Thanks @ValtteriBottas @Uber_Australia

400
Post · @rainbowdefault on X

PIERRE GASLY 🇫🇷

@PierreGASLY · Mar 20, 2024

Legend!🤣

4.8K17
Post · @PierreGASLY on X

Valtteri Bottas

@ValtteriBottas · Mar 26, 2024

Apparently I deserve an Oscar for my performance in the Uber Carshare ad. These second takes prove otherwise. If you missed out on renting my second car, there’s thousands more ready and waiting for you on Uber Carshare. #valtteriwillmissyou

21.8K161
Post · @ValtteriBottas on X

Damon Hill

@HillF1 · Mar 20, 2024

Classic. Valtteri, where have you been all our lives?

77812
Post · @HillF1 on X
Clip · Valtteri Bottas on Instagram
Clip · Uber Carshare on YouTube
Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia…
@ValtteriBottas on X
Official photographs of the customised teal second-car ute.
Uber Carshare
I'm Renting Valtteri Bottas's Ute And It's Going To Be Awesome - The Autopian
The Autopian
This is gonna be good.
@rainbowdefault on X
“I just came for the comments”🍿👏🏾 You may have seen a little Ad with Valtteri Bottas and Uber Carshare on Social Media yesterday 🩵🚙 (if not, stop reading & start watching 😂) One of my…
Chanelle Murray / LinkedIn
Apparently I deserve an Oscar for my performance in the Uber Carshare ad. These second takes prove otherwise. If you missed out on renting my second car, there’s thousands more ready and waiting for…
@ValtteriBottas on X
Meet Me And The Valtteri Bottas Ute In Melbourne This Wednesday - The Autopian
The Autopian
I Just Drove Bottas's Ute On The Melbourne F1 Street Circuit, Slowly - The Autopian
The Autopian
Become An Autopian Member For A Shot At A Valterri Bottas Speedo (Or Towel To Put Your Bottas On) - The Autopian
The Autopian
Uber Carshare, The Ultimate Second Car, case study, Poem
Poem
Valtteri Bottas on Instagram: "Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie…
Valtteri Bottas on Instagram
Uber Carshare and Valtteri Bottas create the perfect 'Second Car'
Mediaweek
B&T Awards 2024 The Work: Best PR Campaign
B&T

Spread Score

How it works
Reach36Contagion20Breadth40Velocity65Longevity2236

Numbers

Instagram seed only; derivative identities undisclosed (reported)
17.3M
As of Mar 27, 2024 · Instagram · Self-reported · the goods
Peak date
Week of Mar 20, 2024
Mar 20 ’24 to Week of Mar 20, 2024
Platforms
5
Started on X
Origin
Mixed
Auto & mobility

Mechanics

  • Press loop
  • Platform jump
  • Response chainPrimary
  • Scarcity drop
  • Visible in use

How it spread

Trace the origin

Uber Carshare launched Bottas’s ute ad before the Australian Grand Prix. Reddit reposts and unpaid car coverage followed. Its main Instagram post drew a reported 17.3 million first-week views. Uber later announced the service would close.

Dates use the stated precision; chart positions are date anchors.

Google searchesMar ’24AprMayJulSepOctPeakXPressRedditInstagramOpen web
XPressRedditInstagramOpen web

14 more events on this chart

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Timeline (17)

  1. March 2024

    Valtteri Bottas seed · Mar 20 ’24

    Bottas posted the ute advertisement at 01:43:46 UTC, featuring a pie warmer and clothes line.[1][2]

    Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia…
    Open the first post ↗

  2. Mediaweek press · Mar 20 ’24

    Mediaweek covered the second instalment of Australia’s Second Car, led by Poem.[3]

    Uber Carshare and Valtteri Bottas create the perfect 'Second Car'

  3. u/slutforpringles / r/formula1 platform jump · Mar 20 ’24

    An unaffiliated Reddit user reposted the ad and readers discussed its jokes.[4]

Origin
Mixed
Sector
Auto & mobility
Region
AU
Instagram seed only; derivative identities undisclosed (reported)
17.3M
As of Mar 27, 2024 · Instagram · Self-reported · the goods
Evidence
Grade B

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YouTube · 2025

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Edie Parker Burn Bag Unboxing

TikTok · 2023

41
Replying to @vintagechanelgirl4 the coolest party trick i’ll ever have #lighterbag #bagwithalighter #luxurytiktok #fashiontiktok #tiktokfashion #clutch #designerbag #luxurybag #luxuryunboxing…

New cases, every week

How the next thing spread, the week it does.

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Google searchesMar ’24AprMayJulSepOctPeakXPressRedditInstagramOpen web
XPressRedditInstagramOpen web

14 more events on this chart

Join free to see them

  1. March 2024

    Valtteri Bottas seed · Mar 20 ’24

    Bottas posted the ute advertisement at 01:43:46 UTC, featuring a pie warmer and clothes line.[1][2]

    Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia…
    Open the first post ↗

  2. Mediaweek press · Mar 20 ’24

    Mediaweek covered the second instalment of Australia’s Second Car, led by Poem.[3]

    Uber Carshare and Valtteri Bottas create the perfect 'Second Car'

  3. u/slutforpringles / r/formula1 platform jump · Mar 20 ’24

    An unaffiliated Reddit user reposted the ad and readers discussed its jokes.[4]

  1. platform jump · Mar 20 ’24

  2. owner response · Mar 20 ’24

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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