His Facebook followers numbered 290,000, those who turned out tonight to say goodbye on the rural North Auckland road where he died numbered perhaps 1000.
They started their journey in Quay St, Central Auckland, these Johnny "Danger" Bennett fans united in their grief for the Auckland Harbour Bridge car-surfer turned social media star who died in an Anzac Day motorcycle crash.
James Inder was their leader - he set up the memorial ride expecting to only attract "50 or 60 friends and some people from the car scene".
He was wrong.
Just before 10pm he estimated 500 people in perhaps 250 vehicles had gathered on busy Quay St to follow a police escort halfway across Auckland to the rolling green hills 30 kilometres away where Bennett's life came to an end.