Last year didn't have a breakaway viral in the way 2004 did with Subservient Chicken, but New Line's "Crash the Trailer" edit yourself into the movie application for "Wedding Crashers" may be on a similar path to sainthood. Yahoo! has recognized the viral with its first "Big Idea Chair" award for excellence in studio interactive marketing. Yahoo!'s Vince Messina called the campaign "a perfect example of a cohesive effort that went beyond conventional methods to achieve exceptional results," in a statement. The award was given out last night at motion picture convention ShoWest.
Watch for more "Crashers" accolades during awards season.