Gaming Alter Ego

Coca-Cola

 

The Brief

Gamers spend countless hours crafting their digital identities—yet rarely stop to consider who they become in those virtual worlds—often showing different strengths and tendencies than they do IRL. Coca-Cola wanted to explore this space in a way that felt both introspective and fun, while also reinforcing its growing presence in the gaming community. The goal: create an interactive experience that helped fans connect who they are IRL with how they play online.

The Idea

Launch a personality quiz designed to bridge the analog and digital worlds. Drawing inspiration from classic psychological frameworks like Myers-Briggs and the Five-Factor Model, the experience invited users to answer eight situational questions to discover their gaming alter ego. Each result revealed a richly illustrated avatar from a unique game genre—custom characters brought to life by game designers and infused subtly with Coca-Cola’s iconic brand cues.

My Role

As copy lead, the role spanned ideating, selling in the idea, quiz design, storytelling, and UX writing. Contributions included:

  • Interviewing gamers to better understand their relationship to gaming avatars

  • Developing the quiz concept, tone, and narrative framing

  • Writing original situational questions rooted in gaming behavior and personality theory

  • Collaborating with strategy to map answer logic and archetype outcomes

  • Naming each character and writing detailed descriptions and genre backstories

  • Supporting UX copy throughout the experience, including start screen, progress states, and result sharing

The Execution

  • A mobile-first, interactive quiz experience optimized for fast engagement

  • Eight custom questions with mapped logic to generate one of twelve gaming archetypes

  • Fully original cast of game-inspired, artist-developed avatars, each subtly branded with Coca-Cola’s iconic red and Dynamic Ribbon

  • Designed for broad gaming appeal—spanning RPGs, battle royales, rhythm games, and more

The Results

While this was a brand-awareness play rather than a conversion campaign, engagement time, quiz completions, and avatar shares far exceeded benchmarks, helping solidify Coca-Cola’s presence in the gaming space with a fresh, personality-driven twist.