Starbucks’ blockchain-based loyalty program Odessey is dope. The platform is open to its 29 million Rewards members. What's cool is no crypto or Web3 knowledge is required. The community insider benefits will go well beyond free coffee. They will include brand-centred value ads such as invites to special events at Starbucks Reserve Roasteries, trips to the Starbucks Hacienda Alsacia coffee farm in Costa Rica and experiences in the metaverse.

Members earn points when they participate in interactive challenges called “Journeys”. While these used NFTs behind the scene, the term is never used.

With public perception for NFTs taking an 'L' last year, brands now needs to focus on practical value for the blockchain-based community programme and NFT holders, not the tech.