Starbucks ventured into the world of Web3 with Starbucks Odyssey. I was allowed to check out the beta and explore how it works. For those who are Starbucks connoisseurs, when I told them I was off the waitlist for Starbucks Odyssey, their reply was, “huh?” For my Web3 friends, their response was “JEALOUS!! I want in!”

Starbucks Odyssey is a digital experience where members will immerse in coffee heritage, earn points that unlock unique experiential opportunities and benefits, and have the chance to purchase and collect stamps that provide access to exclusive content.

Many NFT builders and marketers are interested in how Starbucks will onboard its massive customer base into NFTs without saying that they are NFTs. How did they do it? What do I think about it? Let’s dive in.

The Onboarding Process

Getting started wasn’t any different than signing up to use a new website or app. Since I was a Starbucks reward member, I didn’t have to create a new account. I agreed to the hundreds of pages of terms and agreements. Ok, maybe not hundreds, but there were many to go through.

The terms and agreements dug into the details of the program and the design. It also described how to earn NFTs (stamps), claim and use them. As you would expect from a major brand, much thought and effort went into the structure and details.

After clicking through the boxes and reading some introductory material, I selected my avatar: my choices, Veranda Hummingbird, Yukon Bear, or a Sumatra Tiger. I went with the adorable hummingbird (my browser gave me grief, and I couldn’t select the tiger).

The Journey

Once inside, I had three tabs: Journey, Stamps, and Market.

Since I was beginning this adventure, I had a lot to do before receiving my first stamp.

The journey is about the Starbucks brand and educating us Odyssey members about coffee. I was both curious and overwhelmed. Because of my nagging desire to complete a to-do list, I was anxious to check off all my tasks and earn my points. Many of these tasks, however take a bit of time to complete.

I took a virtual tour of the Starbucks Hacienda Alsacia, and my tour guide explained how they grow, harvest, and produce their coffee. I had to take a short quiz to collect my points.

I appreciate the storytelling and information about the brand. While I like a good cup of coffee, with the knowledge and education that Odyssey provides, I will invest more in the company and have a greater appreciation of its products.

For any brand creating an NFT project, storytelling must be included and is a critical piece.

Each journey consists of 500 points, and you have a year to complete them. You have to earn all 500 points to receive a stamp. There is a mixture of educational videos, quizzes, and, yes, some buying of products in each of the journeys.

In one journey, I needed to purchase a signature drink once a week for 5 weeks. In another, I need to buy a bag of coffee and trace its origins through a tracking tool.

The Stamps

I completed my first journey, and I earned an NFT! I mean, a STAMP! It cost me $13.95 (for a bag of coffee) plus a short amount of my time. I had to purchase the coffee in my Starbucks app to get the credit. Once the purchase was complete and the rest of my journey tasks finished, my brand new shiny stamp appeared.

I entered the market and was directed to Nifty to see other stamps that were available for purchase. This is where the experienced NFT folks will have some fun and be very familiar with the process. For someone brand new to the experience, it may be intimidating. There are no added instructions or guidance in the market. You have to click around and sleuth out what to do.

There were three stamps for sale on the marketplace with some activity. As of 01/30/23, the three stamps ranged in floor price from $128 to $1000. There were 10 offers ranging from $8 to $110. You would get your money back from buying the bag of coffee, but you would miss out on future benefits. Having one of the first stamps in their beta test can be a reward in itself. Who knows what the resale value may be later on?

I bet Starbucks will be around for many years, making these early stamps more valuable in the future. What benefits will it unlock?

In summary

Overall, Odyssey creates buzz, brand loyalty, storytelling, and something unique that will entice people to buy Starbucks instead of another brand of coffee.

The journeys and collecting stamps are easy to do. Other than the time commitment of watching a video and shopping for coffee, NFT newbies will be engaged in the process and happy to earn their stamps. However, the Market may need further explanation for Starbucks to succeed at mass adoption.

Your turn

Starbucks Odyssey is a great case study to explore if you are considering starting your own NFT project for your business. Although you may not have the same level of marketing and brand power as Starbucks, you can still carefully onboard your customers and craft your story, regardless of the size of your business.

If you are ready to explore how to implement NFTs into your marketing strategy, please reach out to take a class or book a consultation.