Interesting... are you saying the whole Pope-aspect of it is bs and this is some black-hat thing someone is running? It looks like a legit charity drive to me between Lamborghini and the Vatican (or am I hopelessly naive?).
You've piqued my curiosity man 
Check out all these angles, some kinda niche (Bojack Horseman) but also very broad;
https://www.omaze.com/experiences
Okay I figured it out- I read their 'about' page... its basically an internet marketing agency + auction platform for charities... so different charities contract with them to basically increase sign-ups/donations/etc and they use IM and social media and ads and their auction platform to get things 'trending' and create a buzz, and they probably take a good-sized chunk of the revenue (if I am understanding right).
So yeah, I really do think you an win that Lambo I think that's legit, and that is for a legit charity thing, however the guy running the ads (or company, I guess we should say) absolutely is bringing in insane revenues, because they are getting a cut of the money (and from working around the charity/non-profit space in the past, I can attest that money is a huge factor often outweighing the charitable aspect).
So yeah, absolutely a prime example of internet marketing, that is for sure. Nice little business they've created, that's extremely impressive.
Maybe I am too BH minded and think everything is a scheme instantly haha. Thanks for the additional info, eventually it makes the setup for this "niche" very inventive. Hats off!
Yep, I saw this too, quite a lot of buzz around it.
I am getting this lot on my IG, they must be banking hard, that's why they afford to giveaway luxury things.
Not to mention a lot of Youtube Channels promote them. My fav car guys on YT- straightpipes promotes them as well.
Yeah I think they are legit and doing very good!