You're standing on a curb in Boulder, Colorado. Your Uber pulls up. You're probably expecting a slightly awkward "Hello," a scent of vanilla air freshener, and a quiet ride to your destination. Instead, you open the door and there is a golden-haired Yellow Lab named Bowie sitting shotgun like he owns the place.
It’s a total shock. Honestly, most people just freeze for a second before they start screaming with joy.
Bowie the Uber dog isn't just some random pet a driver decided to bring along for a day. He’s a full-blown internet sensation with over a million followers across social media. But the story behind how he ended up in the front seat of Kevin Ferman’s Kia is actually a lot more personal than just a play for views.
How a Rescue Dog Became a Viral Sensation
Kevin Ferman didn't set out to be a "dog influencer." He’d been driving for Uber for nearly a decade. Driving for 12 to 16 hours a day is brutal. It's lonely. It makes your legs cramp and your brain melt.
Then came Bowie.
Bowie was a rescue from Albuquerque. Kevin’s friend had a mom whose dog had a litter, and that friend couldn't keep the pup after taking a second job. Kevin drove seven hours each way to pick him up. The problem? Bowie had massive separation anxiety. Like, "I will destroy the house if you leave" levels of anxiety.
Kevin couldn't leave him. He also couldn't stop working. So, he just... brought him.
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He didn't know if it was allowed. He just figured he'd see what happened. And what happened was pure gold. Passengers didn't just tolerate the dog; they obsessed over him.
The Turning Point
For about a year and a half, Kevin and Bowie just drove. No cameras, no TikToks. Just a guy and his dog.
It wasn't until April 2024 that Kevin—who, side note, spent 15 years making professional skateboarding films—decided to hit record on a dashcam. He posted the first episode of "Bowie’s Uber Vlog" on YouTube. It got a few dozen views. Then, overnight, the algorithm caught fire.
Tens of thousands of views became millions.
The "Thirsty Thursday" Strategy in Boulder
If you want to find Bowie, you usually have to be near the University of Colorado Boulder. Kevin found his niche there, specifically on Thursday nights.
Why? Because college kids are the best audience.
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- They miss their dogs back home.
- They’ve usually had a few drinks.
- They have zero chill when they see a Labrador in a seatbelt.
Kevin says that before Bowie, maybe one in twenty rides was "good" for content. Now? It’s more like 70%. People recognize the car. They beg to be on the show. It’s reached a point where the rides are almost entirely for the content rather than the fare itself.
Is This Even Legal? What Uber Thinks
This is the question everyone asks. "Can I just bring my dog to work as an Uber driver?"
The short answer is: Usually, no. Uber’s official policy generally discourages having anyone (or anything) else in the vehicle while you're on a trip. It's a massive liability risk and a potential nightmare for people with allergies.
But Bowie is a special case.
When Kevin and Bowie started showing up on Good Morning America, CNN, and Inside Edition, the corporate bigwigs at Uber took notice. Kevin admits he was terrified they were going to deactivate his account. Instead, they reached out and said they loved it.
They even partnered with him.
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Bowie has basically become an unofficial mascot. But don't go trying this with your own pup. Kevin has a perfect 5.0 rating and over 6,500 rides under his belt with Bowie. He handles it with a high level of professionalism, including carrying cards for passengers and stopping every few hours at parks to make sure Bowie gets a "work break."
The Real Impact: Tips and Transformation
Let’s talk money. Driving a dog around isn't just for the "likes."
Kevin noticed a massive shift in how he was treated as a driver once Bowie started riding co-pilot.
- Tips increased 10% to 15%. People are way more likely to tip when they've spent the last ten minutes petting a dog.
- Ratings went up. After years at a 4.99, he finally hit that elusive 5.0.
- Human connection. Before Bowie, passengers asked two things: "How long have you been driving?" and "Has anyone ever puked in here?" Now, they talk about their lives, their pets, and their childhoods.
Honestly, it’s about the vibe. The car went from a "forgetable experience" to a core memory for these passengers. Kevin says it changed him, too. He no longer limps out of the car after a 16-hour grind. He’s happy. Bowie is happy. The passengers are thrilled.
Actionable Next Steps if You're Following the Story
If you're a fan of Bowie or a creator looking to learn from his success, here is how you can actually engage with this phenomenon:
- Watch the "Phyllis" Episode: If you want to see why this channel works, find the video with Phyllis. She’s an elderly passenger who became a recurring favorite. It’s the ultimate example of why this isn't just a "pet channel"—it’s a human connection channel.
- Check the Policy: If you're a driver, don't just put your dog in the front seat. Use a pet-friendly app or wait for a specific "Uber Pet" request unless you have specific permission or a service animal.
- Follow the Right Handles: To see the latest rides, look for @the_uber_dog on Instagram or TikTok. Most of the long-form content stays on YouTube under Bowie The Uber Dog.
- Support Local Rescues: Bowie is a rescue. Kevin often uses his platform to promote pet adoption and high-quality pet health, partnering with brands like Pet Releaf and Get Joy.
Bowie might pay the bills now through sponsors and views, but at the end of the day, he’s still just a Yellow Lab who really, really likes going for car rides.