Cultural Intelligence

Starbucks Odessey 

Starbucks’ groundbreaking blockchain-based loyalty program, Odessey, is truly remarkable. What sets it apart is its accessibility to all 29 million Rewards members, without requiring any prior knowledge of crypto or Web3. The benefits for the community go far beyond just complimentary coffee, as they extend to captivating experiences that embody the essence of the Starbucks brand. These include exclusive invitations to special events at Starbucks Reserve Roasteries, all-expenses-paid trips to the breathtaking Starbucks Hacienda Alsacia coffee farm in Costa Rica, and immersive encounters in the dynamic metaverse.

The program allows members to accumulate points by engaging in interactive challenges known as "Journeys." Although NFTs power these experiences behind the scenes, the term itself is never explicitly mentioned, ensuring simplicity and ease of understanding.

In light of the challenges faced by NFTs in the public eye last year, it has become crucial for brands to shift their focus towards delivering practical value to the blockchain-based community program and NFT holders, rather than solely emphasizing the technology.