Starbucks has just announced the start of its foray into Web3. Indeed, the American coffee giant will take advantage of the hype around NFTs to create a unique experience that should boost the engagement of its community. To carry out this project, the company entered into an exclusive partnership with the smart contract blockchain Polygon (MATIC).
The Starbucks Odyssey adventure is on!
Earlier this morning, Starbucks announced the imminent launch of Starbucks Odyssey. This is a Web3 project that gives loyal customers and model employees in the channel the opportunity to buy, sell or earn NFTs. It should be seen as an extension into the virtual world of Starbucks Rewards, the brand’s loyalty program.
To earn rewards, Starbucks Odyssey members must complete “trips”. This is a series of activities (interactive games, challenges, etc.) that allow them to learn more about coffee and the brand itself. At the end of each trip, they receive “stamps” digital collectibles in the form of NFTs. These give them access to a number of real-life privileges and even more immersive experiences.
“ Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate Starbucks’ legacy and future.”, said Brady Brewer, executive vice president and chief marketing officer of Starbucks.
Initially, this novelty will only be available in the United States. Eventually, Starbucks may eventually extend it to other countries.
NFTs at the service of companies
NFTs are a powerful social engagement tool that companies are now using to communicate with their audiences in new ways. As part of this project, a collection of NFTs will be produced in a limited edition. Then, it will be on sale on Starbucks Odyssey’s web and mobile interfaces. Proceeds from sales will be donated in part to charity.
“Starbucks Odyssey is one of the ways we’re reimagining the average 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 using Web3 technology where Starbucks Rewards members and our partners can connect through unique experiences and come together over the love of coffee.”Brewer continued.
A collaboration with Polygon
To carry out this project, Starbucks relied on the blockchain Proof-of-Stake (PoS) Polygon. The firm justified this choice by a desire to remain in a green approach with a network that consumes little energy.
Starbucks has been exploring blockchain technology for quite some time. However, it has only been six months since the company started the Starbucks Odyssey project. Its deployment will take place before the end of the year. But to take advantage of it, volunteers must first register on a waiting list.
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