Starbucks Odyssey
Earlier this week, Starbucks — the American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington — announced Starbucks Odyssey, a Web3 experience which will launch later this year.
Starbucks Odyssey offers Starbucks Rewards members the chance to buy and trade collectible limited-edition NFTs to unlock new rewards benefits and complete interactive activities to earn the NFT digital badges known as “journey stamps.” And the amazing thing is, that no crypto wallets or Oculus Quest 2 headsets will be required, as they can be accessed via the Starbucks Rewards app.
Another bonus is Starbucks’ NFTs will feature original artwork created by Starbucks’ partners and independent artists, with a percentage of the proceeds of each NFT sale going to unspecified charities or causes.
Engaging in Immersive Experiences
“Leveraging Web3 technology will allow our members to access experiences and ownership that was not possible before,” said Brady Brewer, Starbucks Executive Vice President and Chief Marketing Officer in a statement. “Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love, and unlock digital, physical and experiential benefits that are uniquely Starbucks. […] Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate the heritage and future of Starbucks.”
Starbucks claims the interactive games will encourage users to collect these digital badges, which will also be assigned points values based on their rarity and can be bought or sold on the blockchain to unlock benefits like a virtual espresso martini-making class, access to exclusive merchandise, invitations to events at Starbucks Roasteries and even international vacations, like a trip to the Starbucks coffee farm in Costa Rica.
Starbucks also defended its corner regarding criticism of the eco-unfriendly reality of the Metaverse community by promising to employ “proof-of-stake” blockchain technology built by Polygon, known to use less energy than other blockchain alternatives.
“This is just the beginning; Starbucks Odyssey is one of the ways we are reinventing the Third Place to meet our customers wherever they are — in a Starbucks store, on the go, or online. We are creating an accessible, digital Third Place community enabled by Web3 technology where Starbucks Rewards members and our partners can connect through unique experiences and come together around the love for coffee,” said Brewer.
For more market insights, check out our latest Digital Twin news here.
