Rexona (Sure deodorant in the UK) have produced an exclusive football fan site for their online presence during the FIFA World Cup in Germany this summer. Visitors to this entertaining site are encouraged to create their own fan characters, or “fanimal”, to fill out a virtual stadium.

Sure "go wild" commercial in the archive (quicktime format)
They can then upload a picture to feature in their own TV ad, and by doing so, they enter the chance to win a Klaxon horn and a digital camera.

The link to the fan site can be found here

Rexona/Sure have also produced the critically acclaimed television ad “Surefans” which is currently being shown across many European networks.