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Brand Spotlight: Starbucks Odyssey

Coffee giant Starbucks is turning your regular coffee break into an easy-to-access, captivating NFT experience with its newly-announced Starbucks Odyssey.

Nick Lighter

Members and partners of the Starbucks Rewards loyalty program in the U.S. will be able to unlock exclusive benefits and immersive experiences through earning and purchasing digital collectible assets. The company is one of the first to integrate NFTs into a loyalty program. 

With Starbucks Odyssey, the coffee chain will connect its biggest fans not just to the brand, but to each other via a digital community. 

As we look to better understand how NFTs will impact our lives and how brands can better leverage this new technology, we turn to Starbucks Odyssey as an example of how NFTs can be extremely easy for anyone to dive into, even those who’ve never engaged with Web3 technology before.

How it will work

Members can log into the experience using the Starbucks Rewards login credentials, where they can participate in a series of “journeys,” from interactive games to knowledge-based challenges. Some journeys might even involve a real-world activity such as trying a particular line of drinks. An NFT collectible, called more informally a “journey stamp,” will be rewarded to the user for every completed journey. 

As members collect stamps, they will accrue points, which will lead to access to a range of in-person and virtual perks, such as custom merch and online coffee-making workshops, to a trip to a coffee farm in Costa Rica. Starbucks has not confirmed exact costs of their NFT products yet, but they claim many rewards will be made possible with little spending.

Starbucks will also put out limited-edition NFTs featuring artwork created by its partners and external artists. Through its built-in marketplace, purchases can be made via debit or credit–no crypto wallet needed, making the experience accessible to even NFT newbies. 

Interested fans can join a waitlist for the chance to be among the first to have access to the Starbucks Odyssey experience, which launches officially later in 2022.

A purposeful extension

In integrating Web3 technology into their already established loyalty program, the coffee giant is entering the virtual space differently than other companies have to date. NFTs are not their side gig or an entirely new venture, but rather an important extension of their brand. 

Starbucks Odyssey is taking the coffee chain from being a “third place” in the real world, to a business that meets their members wherever they are, whether that’s at a store, on-the-go, or online. This will deepen how people connect to Starbucks and their beloved caffeinated drinks. 

Taking the step into Web3

Starbucks is proof that more and more, large brands are building programs using Web3 technology to keep fans loyal and onboard new ones. It’s not a high-tech undertaking beyond reach, but an opportunity to extend and elevate an existing business or program in a straightforward way. Not only should it be easy for a brand to tap into, but for the users to engage in as well. What benefit can your brand deliver through NFTs? This should be a key priority.

Leveraging NFTs doesn’t have to be complicated—it can be a quick, turn-key process for brands. It’s all about finding the right solution. 

At RareCircles, we offer a cost-effective solution for brands to participate in the NFT movement. Whether you are a creator of digital art or a company interested in leveraging digital assets to build a community, we can help you to take your fanbase to the next level. If you need a better understanding of NFTs, sign up for our free NFT Masterclass course.

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