MTV's Pimp My Ride, April 22
Who is your client, and what are its media goals?
Sean Mahoney: Imperium Renewables is one of the country's biggest producers of biodiesel. It wanted to target both the mainstream and business press to raise its corporate profile, while also demonstrating that you needn't sacrifice performance to "go green" with biodiesel.
What made MTV's Pimp My Ride such a good hit? How did you pitch the show's producers?
Mahoney: Pimp My Ride reaches that younger audience ...