Football (but not Euro 2004 this time)

Face of the Fans is an MMS-based initiative by T-Mobile to promote its football sponsorships.
T-Mobile soccer squads take MMS pictures of fans in stadium before a match and the snaps are instantly sent to a website to join a huge gallery of images split by club. Visitors can then vote on any images, including their own, as well as send a viral email of any image to friends.

Via Adverblog.