The Buzz Awards honor the best in brand integration, recognizing campaigns that catch fire and use media and product placement in innovative ways that resonate with pop culture.

The article reads: Last year, Christmas ads ran early and shopping malls were decorated well before Black Friday. “Sexy Pilgrim” reminded people of the significance of Thanksgiving. To show how Muscle Milk can help make anyone sexy, we created a viral video that transformed the least sexy thing on the planet, a Pilgrim.

The “Sexy Pilgrim” video launched a week before Thanksgiving and received over 3.5 million views in just 5 days, appeared on CNN with Anderson Cooper and landed atop the Viral Video chart [Visible Measures] for the week of Thanksgiving and as the No. 1 viral video for the month of November. Beyond the video, the “Sexy Pilgrim” program served as a unique PR and sampling program and allowed users to download a coupon to begin their own transformation.