Today in the United States, there have never been more opportunities for brands to tell stories. Vine, a mobile app that enables users to create and post 6-second video clips, has become incredibly popular with young people, not just among budding filmmakers but among those who use it primarily as a social and entertainment platform. In June 2014, Instagram announced video capability within their app, drawing comparisons to Vine. The 2 platforms are gathering much attention and interest among our target audience.

In a first-of-its-kind partnership with Facebook, we created the Passion Genome. An immersive, interactive experience, where users discover connections to friends based on the things they Like. These intersecting connections create a personalized, interactive visualization of the user: their Passion Portrait.

Every portrait feeds into the Passion Genome, where you explore how you're connected to the world by your passions. By tapping into the depth and breadth of peoples’ social DNA, the Passion Genome helps you not only visualize and discover existing connections, but discover new ones as well.

Digital and social media drove the expansion of the Passion Genome.

During the campaign period, over 19,000 portraits were created, generating thousands of social shares on Facebook and Twitter. Over five million user-contributed Likes and nearly 24 million connections now populate the Passion Genome, representing the power, variety and depth of the connections people share around the world via Facebook.