Loyalty Isn’t What It Used to Be

Loyalty. It’s a word that’s tossed around often. Brands talk about it, measure it, and try to buy it. But when was the last time a loyalty program made you feel something?

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For decades, loyalty has been about transactions—earn points, get perks, move on. But what if it could be more? What if loyalty didn’t just reward you, but connected you to something bigger?

That’s the story Nissan is writing right now.

The Patience to Wait for the Right Moment

Let’s rewind to two years ago, the height of the NFT craze. Companies were racing to ride the wave, capitalizing on the hype. Nike jumped in early, launching .SWOOSH to connect digital collectibles with physical merchandise. It was bold, exciting, and ahead of its time.

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But as quickly as the NFT boom rose in the West, it deflated. Speculation faded, interest waned, and many brands quietly moved on.

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Nissan took a deliberate approach. They observed. They studied the technology, its potential, and how it could align with something deeper: their brand and their audience.

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Now, with the launch of the NISSAN PASSPORT BETA, they’re showing us what it looks like to approach loyalty with patience, purpose, and precision.

How Nissan Fits Into a Broader Trend

Nissan’s blockchain is part of a broader shift among automakers toward blending technology, transparency, and connection. Across the industry, brands are finding new ways to integrate blockchain, reshaping how they engage with customers.

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From 2024 onward, BMW is using blockchain technology to track sustainable aluminum in its supply chain. Partnering with Rio Tinto, the automaker ensures every material meets strict environmental and ethical standards. For customers, this level of transparency ensures they can take pride in knowing their car’s journey reflects their values of sustainability and ethics.

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Coca-Cola has explored blockchain and Web3 technologies to enhance engagement and loyalty. Partnering with Insomnia Labs, they developed gamified digital experiences to test secure, transparent reward tracking. Their NFT initiative, “The Masterpiece Collection,” blended classic art with iconic branding, showcasing their commitment to innovation. While no active blockchain loyalty programs exist, Coca-Cola’s efforts highlight their focus on leveraging cutting-edge technology to create value and connect with tech-savvy audiences.

Lamborghini on the other hand has taken blockchain in a completely different direction. Through its Fast ForWorld platform, the luxury brand has created a digital ecosystem where enthusiasts can own, trade, and drive digital versions of its iconic supercars. These blockchain-based assets span platforms like Torque Drift 2 and REVV Racing, blending Lamborghini’s legendary performance with cutting-edge Web3 innovation. Luxury car enthusiasts can now take their passion into the digital world, exploring Lamborghini’s iconic performance in a way that blends gaming and ownership.

Nissan’s NISSAN PASSPORT BETA stands apart in this trend by putting people at the center of the experience. While other brands focus on logistics or digital collectibles, Nissan is using blockchain to create lasting emotional connections with customers.

Think Local, Not Global

Nissan had options. They could have launched their new loyalty program in any market—maybe somewhere like India, where they’re active but not exactly a household name. Instead, they chose to bring it home to Japan, where their roots run deep.

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Japan’s appreciation for art and storytelling—seen in anime, graphic novels, and collectibles—is a natural match for the creative possibilities of NFTs. These digital assets reflect a broader connection to Japan’s unique passion for visual expression. Launching in Japan allows Nissan to create an authentic experience that resonates with their audience’s values and identity.

How the Program Engages

Imagine a young driver sharing their car photos on Discord, earning badges for their contributions, and building friendships in a vibrant community of like-minded enthusiasts.

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Nissan is creating a digital playground for car enthusiasts. At the heart of the initiative is a raffle for 5,523 exclusive NFTs, each serving as a gateway to exclusive opportunities designed to deepen connections with Nissan’s community.

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The NISSAN PASSPORT BETA is designed for a younger, digitally savvy audience. Each NFT provides exclusive access to Nissan’s Discord community, a space for collaboration and connection.

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Members participate in gamified missions, earning rewards like private track test drives for thrill-seekers, access to limited-edition vehicles for collectors, and exclusive digital experiences tailored to their interests.

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This program transforms engagement into participation, offering a new way to connect with the brand.

Is Nissan’s Digital Shift the Right Move?

Nissan’s timing invites the question: is this the future of loyalty? It’s a bold move, and we’re eager to see how it unfolds.

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While the potential is clear, the challenges of adopting blockchain for loyalty remain. Will customers embrace this new approach, or will it take more time for such innovations to become mainstream?

What do you think? Is this the future of loyalty, or is the industry moving too fast?

Your voice matters.

Join the conversation on LinkedIn and share your thoughts - we’d love to hear from you.

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