I was on a small team that used BDD on a website.
The way we used it was essentially TDD, but the tests are simply written as behaviors using a DSL. We did not get into large upfront design of behaviors, but we did create a large number of them, and used them exactly as you would tests.
As you might expect, it worked much as TDD, generally good. Phrasing the tests as behaviors was nice when interacting with the customers and made for a pretty decent document, but I kind of wish the behaviors were written in English and the tests programmed instead of trying to come up with some difficult intermediate language that doesn't fit either purpose perfectly.
It would still be BDD, just without this cute trick of trying to twist the language into a language delineated by a random_looking.set of_Punctuation rather_than simple.spaces, but that was only my grumpy-old-programmer attitude, everyone else was 100% happy with it.
The site is available and fully operational, so I'd call it a success: Have a look