MILAN — Starbucks on Thursday launched a beta version of its highly-anticipated Odyssey experience. The new initiative, which includes coffee-themed NFTs that translate to real-world experiences, is a Web3 extension to its Starbucks Rewards program open to a “small group of waitlist members,” including employees and customers, allowing them to engage in interactive “Journeys” that earn “Journey Stamps” in the form of Polygon-based NFTs.
“As one of the first companies to integrate Web3 technology and NFTs with an industry-leading loyalty program at scale, and grounding the experience in coffee, connection, and community, Starbucks is entering the Web3 space differently than any other brand,” says a company in a press release.
“Starbucks Odyssey is an experience, surrounded by a digital community, where members can come together, interact, and share their love of coffee.
Starbucks is using meaningful elements of Web3 technology to reward members in innovative ways, including ownable digital collectable Stamps (NFTs) that serve as an access pass to the alluring world of coffee and unique experiences with Starbucks.”
“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.
The initial invitations were sent to a small group of waitlist members and Starbucks partners in December, and starting in January 2023, monthly invitations will continue to be offered to a wider group of members on the wait list.
