Despite remaining highly divisive, companies are still pushing ahead with NFT projects. The latest to do is Starbucks, which as launched a new offering called Odyssey.
An extension of its existing customer loyalty rewards programme, Odyssey aims to get lovers of the brand’s coffee to collect NFTs and, based on its rarity, earn tokens that will in turn open up experiential opportunities from the caffeine dispenser.
The offering is limited to the United States for now, but given that it has a growing presence in South Africa, there is potential for it to be rolled out to our part of the world.
“Starbucks today unveiled Starbucks Odyssey, a new experience powered by Web3 technology that will offer Starbucks Rewards members and Starbucks partners (employees) in the United States the opportunity to earn and purchase digital collectible assets that will unlock access to new benefits and immersive coffee experiences,” explains the company in a press release.
What kind of immersive coffee experiences? Well it notes that these can range from simple classes on how to make different drinks, all the way to visiting its roasteries or heading to Costa Rica.
“Leveraging Web3 technology will allow our members to access experiences and ownership that was not possible before. 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,” added Brady Brewer, EVP and chief marketing officer at the company.
There is reportedly space to expand the offering to include more platforms and services down the line, but given that the core product is best experienced in-person, it remains to be seen whether this is genuine interest in Web3 or simply a desire to grab a few headlines.
“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,” concluded Brewer.
