Starbucks Puts an End to Web3 Project Odyssey! Official: Must Prepare for What’s Next
Starbucks announced in 2022 the launch of the “Starbucks Odyssey Rewards Program,” which incorporates the concept of NFTs. Customers could earn NFTs and points through various tasks to unlock various benefits. However, less than two years later, the company announced that it would halt the project by the end of March this year.
On the Starbucks website and Discord channel, Starbucks stated, “As the project continues to develop, the Starbucks Odyssey beta must come to an end, and we must prepare for what’s next.” In addition to halting the beta version of the project, the Odyssey Discord channel will also be closed in March.
However, this does not mean that everything is over! Starbucks officials stated that although the Odyssey beta version is being halted, they still look forward to sharing the upcoming plans with consumers and appreciate the continued participation and feedback from users. “We are pleased to have had the opportunity to test these ways of driving the Starbucks community and loyalty and look forward to bringing these learned experiences to a wider audience,” Starbucks wrote.
Currently, the true reason behind Starbucks’ decision to shut down the project is unclear, and it is also uncertain whether there will be another Web3 solution to replace Odyssey.
️ Further reading:
Unlocking Brand Stories with NFTs! How does Brady Brewer, Starbucks Chief Marketing Officer, do it?
How to Handle Journey Stamp NFTs?
Starbucks Odyssey members can participate in various tasks or games called “Journeys” and earn “Stamps” NFTs and points to unlock various benefits.
As the end of the Odyssey project approaches, members can still participate in Journeys until March 25th. The Stamp NFTs can still be freely traded on Nifty Gateway or any NFT marketplace that supports the Polygon blockchain, or withdrawn to one’s own crypto wallet.
Finally, all points in the Odyssey project need to be used up by the end of March.
What is the Starbucks Odyssey Project?
“Odyssey” is a Web3 loyalty program launched by Starbucks, with Chief Marketing Officer Brady Brewer behind the scenes. He believes that NFTs have great potential to help Starbucks tell its brand story and provide customers with unique experiences. Even in the virtual world where the aroma of coffee cannot be conveyed, it can still create a tight-knit community centered around coffee.
In addition to issuing NFTs for rewards and using them for purchases, the project also includes virtual coffee training courses, donations to the relief organization “Feeding America,” and even the exclusive experience of naming trees on Starbucks’ Costa Rican coffee farm.
By issuing NFTs, Starbucks is transitioning into the Web3 world. For example, the brand released its first free NFT, “The Holiday Cheer Edition 1,” in 2022, and holders could also earn Starbucks Odyssey points. The highest transaction price for this series even reached $2,085.
Regarding the Starbucks Odyssey Project, some people were surprised by the decision to halt it at the beginning of a new bull market, saying, “Did Starbucks really pull the rug out from under us with Odyssey?” Others feel regretful seeing the beta version disappear but still hope that Starbucks will integrate a large amount of Web3 technology into its future plans.
Source:
NFTnow, Blockworks, CoinTelegraph
Proofread and edited by: Gao Jingyuan