Urban car shop West Coast Customs, former star of MTV's Pimp My  Ride reality series, pre-pay mobile phone network Boost Mobile and  mobile marketing platform AirG recently partnered for a mobile  marketing campaign that drove more than 1.5 million entries from  mobile phones. The Get Hookt Up With a New Ride campaign, which ran from Oct. 15,  2006 through Jan. 15, 2007, targeted urban youths. It asked them to  use their pay-per-use cell phones to enter a contest to win a new,  fully customized Dodge Charger. It was a multichannel-type approach that was pushed through the  mobile phone, national radio campaigns, Web sites and MySpace, said  Frederick Ghahramani, director at AirG, Vancouver, Canada. A brand  as strong as West Coast Customs actually got a lot of interactivity  from customers on their mobile phones. The campaign was promoted through multiple onl