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.