Ok, I admit it, I got sucked into finding my “Diet Coke Personality” (and yes, I consume quantities of Diet Coke every day).
The “personality profile” was a 10 question survey with 4-5 “personality” questions and 5-6 survey questions.
The survey worked because it was framed around the idea of Coke doing something for the consumer (personality quiz) rather than the consumer doing something for Coke (survey).
The enticement of getting iCoke reward points is pretty standard - most surveys will give something away for free and an incentive for doing the survey - but you also got an avatar (picture) showing your “personality” that you could use on Facebook, etc. It’s a cute picture (holding a DC can of course), and avatars are pretty popular for social media sites. Again, very you-centered for a survey.
Your “personality type” at the end of the survey has all the accuracy of a horoscope, but is still quite fun (and reflective of me based on four questions). Even though I know I took a survey, I feel like I got something for me.