• by Wayne Friedman , September 23, 2008

Looking to boost its already improved prime-time viewership, CW will team up with Honda Motor to drive viewership in a weeklong promotion that will give away a car each night.

The promotion runs Monday, Sept. 29 through Friday, Oct. 2. Viewers will get the chance to win a 2009 Honda Fit by watching CW's interstitial programming--which it calls a "CWickie."

Viewers who answer a question correctly about the short-form program will be entered into the drawing to win the car, which is geared to the CW's 18-34 demos.

The short-form, customized on-air spots will incorporate the Honda Fit into an environment that is specific to that night's CW programming, such as "Gossip Girl" or "One Tree Hill."

Alison Tarrant, senior vice president, integrated sales and marketing, called the effort the network's "biggest promotion ever." The CW did not release financial details or specific media plans by the automotive maker, saying only that one CWickie would be run per night.

With the season only a few days old, CW has already lifted its ratings--to historically high levels--for some of its shows, including "Gossip Girl," "Supernatural" and its new drama "90210."