Success Story: ‘Pimp’ Knockoff Pays Off

Nov 8, 2004  •  Post A Comment

Given that the median age in the Baton Rouge, La., designated market area is 32 and the population is 50 percent male, local TV stations are eager to find creative ways to deliver the 18- to 34-year-old male demo to their advertisers.

WAFB-TV, a Raycom Media station operating CBS and UPN affiliates, found a runaway hit with its August-September “Rig Your Ride” contest, based on the guy-popular MTV show “Pimp My Ride,” on which an auto crew completely makes over a viewer’s vehicle. Signing on was a local automotive accessories dealer, Kirk’s Tires and Accessories, which brought along for the ride a handful of vendors.

Through ad spots, viewers were encouraged to log on to WAFB.com to download entry forms, which were collected only at Kirk’s Tires. Co-owners Kirk and Victor Napoli whittled the 180 entries down to five cars and five trucks. These picks were posted on the TV station’s Web site for viewers to vote for a winner in both categories.

The winners were announced Sept. 15 and the grand prize makeovers will be completed in time for the December opening of the second Kirk’s Tires store. The winners will receive new tires and wheels, new stereo and video systems, window tinting, custom painting and other items.

“It marries the best elements of everything we have to offer with our Web site and our over-the-air product with the best of what they have to offer and the customers’ desire to soup up their trucks and cars,” said General Sales Manager Vicki Kellum, who credits account manager Jared Broussard for spearheading “a good idea that benefited us all.”

Last year’s ad revenues for WAFB were estimated to be $26.4 million of the $56.4 million the market brought in, according to BIA Financial Network. Year-end TV ad revenue for the DMA is expected to be $62 million.