I'm a bit late with this, but the idea was nice, so I post about it anyway. Back in the beginning of December, to support Real Madrid in the challenge vs Barcelona, BWin, sponsor of the team, has put online an interesting activation action for the team supporters. Dubbed Metete Dentro (something like "put yourself inside") the site invites users to pick a Real Madrid player and then see themselves as the player exulting after a goal.
A part from the monster-like outcome (forget the screenshot below!), I think it's a nice idea, that works very well in generating buzz among the supporters of such a popular team.
The mechanism is the usual... upload a photo of yourself or simply turn on the webcam and the trick is done.
Unfortunately the action didn't bring much luck to Real Madrid as they lost the match...