This is pretty cool.
You need a web cam, you have to print out the reference page to provide something for it to track but the result is pretty impressive for nothing more than a downloaded applet.
transformers 2 DVD/BD has something similar where you can make "holograms" from the dvd/bd cases on your computer with your webcam. I saw a car company did the same thing somewhere in the EU (was featured on a blender webpage).