But why stop there? Why not make the effect even more interesting by controlling the material during runtime and perhaps animating some properties?
So let's see about how to that as it's very simple.
Now to figure out the properties...
Many people know the common properties:
Diffuse - "_MainTex"
Specular/Roughness - "_SpecGlossMap"
Normal - "_BumpMap"
AO - "_Occlusion"
But what about the rest? What if is a custom shader that doesn't use the default properties? The answer is easy. Simply right click on the material and choose Select Shader.