Website Re-branding Examples

I was just speaking with a friend about the opportunity brands have when deciding to completely rebrand themselves (specifically websites) and was trying to come up with effective examples I had seen. One campaign I remembered was done by a Swedish DIY company, Clas Ohlson, and they let their web viewers demolish the old site via drills, hammers and saws (Ad Agency: Garbergs). Furthermore, they awarded them bonus checks based upon how many pixels they "destroyed." You can view the idea here:

Anyone have any other examples of successful website re-branding campaigns?