How does “Odyssey” work?

Starbucks Odyssey members can engage in “journeys,” a series of activities, such as playing interactive games or taking on fun challenges to deepen their knowledge of coffee and Starbucks. They will be rewarded for completing journeys with a digital collectable “journey stamp” (NFT). 

The more stamps they collect, the more “Odyssey Points” they will earn, unlocking access to digital, physical and experiential benefits, including virtual espresso martini-making classes, exclusive events and trips to Starbucks roasteries and coffee farms.

Starbucks aims to extend its concept of a “Third Place” to a “digital community” that will enable new ways for Starbucks to engage with its members and its partners in creative ways. 

Compared to Porsche AG and other brands who entered web3, Starbucks does not have virtual place to meet (cf. Discord) and aims to build up its community entirely around physical experiences in their local communities.

This can make sense for a brand that already caters these communities with its local stores.

Is an NFT needed?

“Web3” has become such a buzzword nowadays that each use-case with NFTs deserves some extra scrutiny. What makes NFTs unique? They enable: