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From now until December 18, Condoleezza Rice, Bill Gates and Lance Armstrong won't be the only faces flashing across the Reuters electronic billboard in New York's Times Square. The space has been retrofitted with TIME's iconic red border to build anticipation for the announcement of the magazine's 2005 Person of the Year, and thanks to a groundbreaking "live-to-web" interactive promotion engineered by Fallon, anyone around the world—including you—can achieve temporary fame by submitting a headshot via a special website created by R/GA. Along with digital pictures snapped by roving photographers in Times Square, these images of normal, everyday people will appear individually on the billboard for a few seconds, sometime before the big announcement—right along with the rotating images of the famous leading nominees. Best of all, each fleeting moment of fame will be captured by a web cam and stored in a searchable archive on the site, allowing users to find, print and email their enlarged mugs starting December 8.