Nissan Passion Genome

Objective

Nissan aimed to promote the all-new 2014 Versa Note through an emotional engagement experience aligned with the "Your Door to More" campaign, which encouraged consumers to pursue their passions and live more actively. The Passion Genome was designed to deepen brand connection by allowing users to discover and visualize their personal interests and shared passions with their social network.

Solution

The Passion Genome was an interactive web experience that integrated with Facebook Connect to analyze users' social media likes and generate personalized "Passion Portraits"—visual representations of their top six interest categories. Users could explore their passions alongside friends through color-coded, intersecting connection lines that visualized shared interests. The platform allowed deeper exploration of an expanded "Passion Genome" universe to show where each user fit within a global network of people and their passions. Developed by TBWA\Chiat\Day Los Angeles and Tool, the experience combined interactive infographics with shareable digital art, enabling users to link their Facebook account and create a unique visual representation of themselves.

Results

The Passion Genome won Site of the Day from AWWWARDS on February 17, 2014, and received recognition at the Shorty Awards (6th edition). Specific metrics on user participation, engagement time, or sales impact were not publicly disclosed.