In 3 weeks, the trailer inviting people to take the Mysterious Passenger has been viewed 700,000 times on youtube.Before the campaign, there was only a hundred people who where listed as "drivers" on the site. During the campaign, 4,000 people have offered to share their car on the site.

In 3 weeks, the site has received 5 times more participants than it received in 1 year.Traffic on the Ikea Carpool website since increased by over 600%.