It looks like all the campaigning from my former colleague and his agency, Skinny, paid off as Lexus “Dark Ride” won the FWA’s People’s Choice Award for 2010. A collaboration between said shop and prodco, Stink Digital, the Lexus effort nabbed over 44 million site visits, sending viewers on an interactive joyride as they play navigator alongside the guy from Boondock Saints and The Walking Dead. Check out the responses from the creative parties involved here. FYI, FWA bestowed Site of the Year honors upon Google Creative Lab, Chris Milk, B-Reel and Aaron Koblin for their Arcade Fire “Wilderness Downtown” work.