Starbucks Puts an End to Web3 Project Odyssey! Officials: Preparation Must be Made for What’s to Come
Starbucks, in 2022, announced the “Starbucks Odyssey Rewards Program,” which incorporated the concept of NFTs. Customers could earn NFTs and points through various tasks, unlocking various benefits. However, less than two years later, the company announced that it would put a halt to the project at the end of March this year.
Starbucks stated on its website and Discord channel, “As the project continues to develop, the Starbucks Odyssey beta must come to an end, and preparations must be made for what’s to come.” In addition to ending 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 emphasized that although the Odyssey beta version is being halted, they still look forward to showing consumers what’s coming next and appreciate the continued participation and feedback from users. “We are pleased to have had the opportunity to test these ways of promoting the Starbucks community and loyalty, and we look forward to bringing these learnings to a wider audience,” wrote Starbucks.
Currently, the true reason for Starbucks’ decision to close the program 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 CMO, do it?
How to Handle Journey Stamp NFTs?
Starbucks Odyssey members can participate in various tasks and games called “Journeys” and earn “Stamp” NFTs and points to unlock various benefits.
As the end of the Odyssey project approaches, members can still participate in journeys until March 25. The Stamp NFTs can still be freely traded on Nifty Gateway or any NFT marketplace that supports the Polygon blockchain, or withdrawn to their own crypto wallets.
Lastly, all the points in the Odyssey project need to be used up by the end of March.
What is the Starbucks Odyssey Project?
“Odyssey” is Starbucks’ Web3 loyalty program, spearheaded by CMO Brady Brewer, who took office in 2020. He believes that NFTs have great potential to help Starbucks tell its brand story and provide customers with unique experiences. Even in the online world where the aroma of coffee cannot be transmitted, it can still create a close-knit community centered around coffee.
In addition to issuing NFTs for rewards and using them for purchases, the project also includes virtual coffee preparation 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 were surprised that it was halted at the start of a new bull market and questioned, “Did Starbucks Odyssey really pull the rug from under us?” Others expressed regret at the disappearance of the beta version but still hope that Starbucks will integrate a large amount of Web3 technology into future brand projects.
Sources:
NFTnow, Blockworks, CoinTelegraph
Proofread by: Gao Jingyuan
