Starbucks has launched Odyssey, an NFT rewards scheme in beta to an initial round of Starbucks Rewards members and employees in the US.
The coffee giant said that the new Odyssey scheme is an extension of its existing Starbucks Rewards program, powered by web3 technology. The new scheme allows members to participate in a series of “entertaining, interactive activities” called “journeys.”
The activities include taking a virtual tour of Starbucks coffee farm Hacienda Alsacia in Costa Rica, trivia about Starbucks’ history, and playing interactive games. Apparently, these are “just the beginning.”
Once a journey is complete, members will earn collectible NFTs – known as Journey Stamps’ and Odyssey Points that will open access to new benefits and “immersive” coffee experiences that they won’t find anywhere else.
“Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream,” said Brady Brewer, Starbucks executive vice president and chief marketing officer.
“Our innovative spirit and the desire to continuously exceed the expectations of our customers has led to the launch of Starbucks Odyssey.”
“Starbucks Rewards members are some of our most loyal and engaged customers, and Starbucks Odyssey is our next big innovation in loyalty to recognize, surprise and delight them. We are leveraging Web3 technology to reward and connect with our members in new ways, such as offering collectible, ownable digital stamps, a new digital community, and opening access to new benefits and immersive coffee experiences – both physically and digitally. The Starbucks Odyssey journey has begun with the beta launch, and we are excited to collaborate with our members and partners, who will help shape the Odyssey experience as we explore together,” said Brewer.
Initial invitations were sent to a small group of waitlist members and Starbucks employees in December. From January 2023, the company said that monthly invitations will be offered to a wider group of members on the wait list.
Through the Starbucks Odyssey market, members will be able to purchase those loyalty stamps directly, as well. They won’t even need to use cryptocurrencies, despite the platform being powered by Nifty Gateway. Each digital collectible purchased will include a bonus Point value that add toward members’ total Points, which are used to unlock benefits and experiences.
Early next year, members will be able to purchase unique ‘Limited-Edition Stamps’ (NFTs) through the Starbucks Odyssey market. These promise to bring “life to a new dimension” of Starbucks “weaving together visual elements of Starbucks past, present and future into beautiful, layered pieces of artwork.”
