The coffee giant Starbucks finally revealed details of its foray into NFT and Web3 segment. Starbucks Odyssey platform combines a loyalty program with interactive digital experiences
Starbucks customers can already join the waitlist for membership in Starbucks Odyssey. This blockchain-based experience combines the company’s successful Starbucks Rewards loyalty program with NFT play-to-earn concept. Thus, the coffee giant’s customers will be able to both earn and purchase digital assets that unlock exclusive experiences and rewards when the Odyssey platform launches later this year.
Besides earning tangible rewards, the aim of the new platform is to create community spirit and envigorate perks for the most loyal customers. Previously, reward program members could earn things like free coffee, free food or select merchandise. However, the points earned in Starbucks Odyessy will translate into experiences, invites to special events, and other unique and creative benefits.
NFTs will be virtual passes to Starbucks digital community. Community members will be able to engage in various activities called “journeys”. The latter include interactive games and challenges related to the Starbucks brand or coffee in general. Winners can collect early digital collectibles in the form of NFTs (non-fungible tokens).
Moreover, limited-edition NFTs will be available to purchase in the Starbucks Odyssey web app, which also works on mobile devices. Though they are technically hosted on the Polygon blockchain, you don’t need a crypto wallet to buy Starbucks special tokens. A credit or debit card will be enough. The company claims customers may very well not even realise that they’re interacting with blockchain technology.
A special advisor for the project is Adam Brotman, the architect of the Starbucks Mobile Order & Pay system and the Starbucks app, who also co-founded Forum3, a web3 loyalty startup. The work on the platform has been going on for six months. Both Starbucks and outside artists contribute to NFT artwork creation.
Besides, a portion of the proceeds from the sale of the limited-edition collectibles will be donated to support causes chosen by Starbucks employees and customers.