unveiled NFT program at Polygon called Odyssey
The famous coffee house chain, Starbuckshair announced its non-fungible token (NFT) program launched on Polygon‘s blockchain and the title Starbucks Odyssey.
The goal is to add value to existing ones Starbucks Rewards members loyalty card members, who will now be able to buy and earn NFTs for new activities organized in the metaverse.
Initially, the program will only be open to American citizens, both for customers and employees of the company. This is certainly one of the first companies to integrate NFTs into a large-scale loyalty program and thus was able to create a large community to engage with.
To start being part of the program, a sort of whitelist is open starting today, September 12 for customers and partners. NFTs will be made available by the end of 2022. It is not yet known when this initiative will also be opened to Europe and the rest of the world, where Starbucks is present.
Starbucks as a kind of metaverse
Brady Brewerexecutive vice president and marketing manager at Starbucks, explained that the coffee shops they operate are like places suspended between two worlds, a kind of metaverse of reality, which wants to draw a parallel.
“Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection over coffee, community and belonging. The Starbucks Odyssey experience will extend the Third Place connection to the digital world. For the first time, we connect our Starbucks Rewards loyalty program members not only to Starbucks, but to each other.”
he actually said.
How the Reward Odyssey program for NFTs works
As mentioned, the NFT-related program, Starbucks Odyssey, is an extension of the regular Starbucks Rewards, so that customers will be able to log in with the same credentials.
By accessing the program, there will be a series of activities such as interactive games or fun challenges to deepen the knowledge about coffee and Starbucks. Members will be rewarded for completing these virtual tours with a “Travel Stamp” to collect in the form of NFTs.
Members can also buy NFTs on one marketplace that will be integrated into the Starbucks Odyssey website and can be paid by credit card, and thus do not need to own cryptocurrencies.
“Using Web3 technology will give our members access to experiences and ownership that were not possible before. Starbucks Odyssey will go beyond the core benefits that our Starbucks Rewards members have come to love, unlocking digital, physical and experiential benefits that are uniquely Starbucks,” Brewer continued. “By integrating into the Starbucks Rewards ecosystem and basing the experience around coffee, connection and community, we’re entering the Web3 space differently than any other brand, while strengthening our members’ connection to Starbucks. Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences and celebrate the legacy and future of Starbucks.
Brewer continued.
What is the purpose of Starbucks NFTs
Each NFT will have a different rarity: as they are collected, members’ points increase, unlocking access to unique benefits and experiences never before offered.
NFTs will grant access to unique products and artist collaborations, invitations to exclusive events at Starbucks Reserve Roasteries, or even trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.
Each NFT will represent art created by Starbucks artists and partners.
Charity and sustainability: why polygon
A portion of the proceeds from the sale will be donated to support causes important to Starbucks partners and Starbucks Rewards members.
In addition, the company explains in the press release that they chose to use Polygon because it is based on Proof of Stake and not Proof of Work, which uses more energy instead.
“Building the Starbucks Odyssey using technology that aligns with Starbucks’ sustainability ambitions and commitments is a top priority. Committed to reducing its carbon, water and waste footprints, Starbucks is taking a thoughtful and thorough approach as the company works toward its launch later this year.
Starbucks explains.
NFTs as loyalty coupons: not just Starbucks
As explained, Starbucks is one of the first companies to use non-fungible tokens for its large-scale loyalty program, but it is not actually the only company to do so.
In 2021, McDonald’s had also launched its own collection of NFTs by giving them away to its customers in a giveaway and specifically in the US to celebrate the McRib’s 40th anniversary, although in this case it was a short-lived campaign and not a long-lasting one
