I've done that at least once. Researched a topic fairly thoroughly with a friend and turned it into CV material for both of us, rocked up at an interview for a fairly dull role, and ended the day starting a much more interesting role created for us on the spot...
That's interesting. Was there a regular job application that you applied to? Did you go together for the interview? Did you know or had any prior contact with the decision makers at the company? How was the market when you did this?
In my case and in the current hiring market, it feels impossible to replicate this by sending CVs and a cover letter, and while I could claim some "industry expertise" it is not something that is core to the companies I'm aiming for.