The end of a web3 loyalty program doesn’t mean the end of its value.

March 25, 2024

Recently, we examined why web2 toolkits like Reddit Pro aren’t the best option for brands that want to engage consumers and retain loyalty across their products and experiences.

So what is? Drumroll, please.

From art to sports, luxury fashion, and even credit cards, Web3 is ushering in an entirely new set of tools for brands that want to build deeper connections with communities across dynamic environments that they can customize to their greatest needs.

Let’s break down some of the benefits we talked about last week in greater detail, starting with web3’s ability to help brands:

  1. Gain insights into customer activity and behavior across both online and real-world touchpoints.
  2. Leverage new analytics by connecting data from wallet signatures and onchain activity to build richer profiles and segment audiences more effectively.

Starbucks Odyssey Stamps


This week, Starbucks announced it was sunsetting Odyssey, its web3 loyalty program. While some might label this as a loss for brands in web3, the program can still be used as a case study for why leveraging web3 technology is so valuable for brands and their consumers in the long term.

As explained by Alex Nason, a Web3 Manager at Puma, the effect of Odyssey ending actually presents further opportunity for Starbucks, and far more than it would have if they decided to end their traditional rewards (where all the value of the program would go down to zero for the brand and its customers).

This is because Odyssey's 42,000 holders' onchain activity tells a powerful story.

How many users held? How many traded their stamps? What other digital assets did participants hold, and what additional online communities were they a part of?

This level of insight, made possible by onchain wallet analytics, can be used by any brand to build rich consumer profiles, craft new programs and experiences, and refine products based on consumer habits and interests.

As Nason wrote, these analytics can even be useful to other brands who might want to attract Starbucks' coffee-obsessed customers. While it's currently unclear just exactly what will happen with Odyssey users' owned points now that the program is winding down, there's no reason they shouldn't remain usable (i.e., interoperable) across other blockchains and loyalty programs.

Marc Baumann's post echoed the value of Starbucks Odyssey. Baumann wrote the program generated $1,040,000 in its first year and would likely help incentivize holders to visit IRL locations, as even traditional Starbucks Rewards members are reportedly 5.6 times more likely to visit a location than non-members. For Odyssey, this is a value that extends far beyond the end of a single campaign.

Note: when traditional loyalty programs cease to exist, potentially due to a company filing for bankruptcy, the ability to retain or redeem points usually ends there.

Case in point: a bankrupt airline.

Another example of how onchain analytics can be beneficial to brands? Segmenting audiences.

Using traditional AdTech or CRM services, the ability to target niche audiences comes at a rising cost with often diminishing returns.

And with fleeting algorithms and advertising policies at platforms like X, it’s not always easy to have confidence in who you’re targeting.

Across industries like music, spirits, and sports, web3 loyalty programs and NFTs can help brands seamlessly identify their superfans and big-ticket buyers to return customers — without relying on third parties.


This can be done through the use of Attendance NFTs (often known as POAPs) or by launching a secondary marketplace, like the Mojito-powered Whiskey Exchange Cabinet being used by Glenlivet.

In these direct brand-to-user environments, it becomes much easier to identify your top consumers and engage with them 1:1 through Web3 wallet technology.

This is where web3’s potential to help leverage “transparent onchain insights so your brand can power leaderboards to gamify engagement” becomes so powerful.

Across traditional marketing campaigns and loyalty programs, engagement is often connected to a specific product, advertisement, or milestone. When those things end, results and insights remain tied into outside entities — an agency, CRM platform, or AdTech product. That’s a lot of cooks in the kitchen.

When using web3, even when a single program (like Starbucks Odyssey) ends, the potential to maintain and put those rich analytics to work extends far past the final drop.

WEB3 RESOURCES FOR BRANDS

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The end of a web3 loyalty program doesn’t mean the end of its value.

March 25, 2024

What Starbucks Odyssey taught us.

Recently, we examined why web2 toolkits like Reddit Pro aren’t the best option for brands that want to engage consumers and retain loyalty across their products and experiences.

So what is? Drumroll, please.

From art to sports, luxury fashion, and even credit cards, Web3 is ushering in an entirely new set of tools for brands that want to build deeper connections with communities across dynamic environments that they can customize to their greatest needs.

Let’s break down some of the benefits we talked about last week in greater detail, starting with web3’s ability to help brands:

  1. Gain insights into customer activity and behavior across both online and real-world touchpoints.
  2. Leverage new analytics by connecting data from wallet signatures and onchain activity to build richer profiles and segment audiences more effectively.

Read more

Mojito Brought the Toledo Museum of Art’s Debut Web3 Collection to Market with 10,000 NFTs — and Zero Code

January 18, 2024

Learn how we helped the museum tell an essential cultural story through the power of digital art and community.

Mojito's technology breathes life into dynamic web3 experiences for brands. We simplify the complex backend, allowing the front end to effortlessly focus on the fun stuff – including sticky consumer engagement.

Our recent collaboration with the forward-thinking museum turned this vision into reality. Mojito worked with Toledo's team to orchestrate a digital art experience by Osinachi & Yusuf Lateef. Our community engagement portal enabled Toledo to provide a smooth minting process, hassle-free claims, turnkey community management and reporting for the museum. The result? A powerful drop of 10,000 NFTs.

Read more

The Web3-ification of Credit Card Loyalty Programs

January 11, 2024

Visa's new web3 loyalty program is no accident.

Swipe (or nowadays, tap) your credit card, and earn points. A process that’s now commonplace has a lengthy history that can teach us more than a few things about customer loyalty — and its journey through technology. Let’s start at the beginning. 


From paper to plastic 💳


While the history of credit cards dates back thousands of years, things turned from stone to metal — and later paper and plastic — about halfway through the 20th century with the arrival of the modern credit card in 1950. Reportedly invented following a case of a forgotten wallet, The Diner’s Club Card (initially owned by Discover Financial Services before its acquisition by BMO in 2009) was the first multipurpose charge card credit card intended primarily for dining and travel expenses. 

The Diner’s Club was also the first to pair the concept of charging credit with fueling consumer loyalty through the inception of points. Through partnering with dining, entertainment, and later, travel entities (i.e., airlines, rental cars, and hotels), Diners Club cardholders paid a tiered annual fee to gain special perks based on how much money they spent. The greater the yearly fee, the greater the perks. 

About eight years following Diner’s Club in 1958, American Express entered the credit card industry with the world’s first international charge card, which initially had an annual fee of $6 (one dollar more than Diner’s Club). Shortly after, Bank of America and Mastercard followed suit. During this initial period, most credit cards focused on offering customers just that — credit — with loyalty and reward yet to take off.