The Golden Compass (movie version) is due out in December, and I love their viral marketing campaign. Take a quiz and get an daemon (a daemon is your soul in external form). Then you ask your friends to comment on whether it suits your personality.

My daemon is an ocelot apparently. This explains so much, and yet so little. If you click on the Flash animation below, you can take a quiz about my personality. And if everyone disagrees with my own self-assessment, I think my daemon changes into something else. So be nice. This is my soul your messin’ with. If I turn into a cockroach you’ll find me in your cereal someday.