The NFT program, dubbed Starbucks Odyssey, will allow both customers and employees to earn and trade digital stamps as NFTs.
“Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love, and unlock digital, physical and experiential benefits that are uniquely Starbucks,” said Brady Brewer, Starbucks executive vice president and chief marketing officer.
The initiative will be an extension of the successful Starbucks Rewards program and will let customers earn “journey stamps” by completing tasks and challenges playing coffee-themed games on the Starbucks app.
Each digital stamp will carry a point value based on rarity. As more of these stamps are collected, membership points will increase, unlocking certain unique experiences.
These experiences include a virtual espresso martini-making class, unique merchandise, invitation to exclusive events at Starbucks Reserve Roasteries, and even a trip to the Costa Rican Starbucks Hacienda Alsacia coffee farm.
“We are entering the Web3 space differently than any other brand, while deepening 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 heritage and future of Starbucks,” added Brewer.
Additionally, a few limited-edition NFTs can be purchased via the built-in marketplace within the Starbucks Odyssey web app. Users don’t have to use crypto, making it easier for members to acquire the NFTs.
The stamps will feature the iconic Starbucks artwork co-created with Starbucks partners as well as outside artists, and a part of the proceeds will go towards supporting various causes that matter to Starbucks.
Scheduled to be launched later this year, the program is currently on a waitlist (waitlist.starbucks.com). The company is likely to remove the waitlist sometime next year.