Starbucks dabbles in NFT Marketing

Regardless of the opinion we may have regarding an undeniably controversial brand, a reality that is difficult to debate is that it is always at the forefront of marketing trends in everyone. Without a doubt, it is an important and obligatory reference for all types of marketing, but especially thanks to the recent Starbucks foray into the NFT marketing.

If anyone knows of effective inbound and outbound marketing strategies, it’s Starbucks, and despite the fact that its international reputation has gained fame for the kind of monopoly it represents, it is undoubtedly a brand that knows the “what, how, and where” to sell itself. It recently announced to its investors its plan to join web 3.0 with a NFT collection by the end of 2022. Beyond the NFT trend, Starbucks’ incursion explains in a very simple way, the need for brands to look at the NFT as your key to the new marketing trends of this century.

According to their estimates, the irruption of NFTs in Starbucks’ marketing strategies has a privileged place, since it seeks to project the brand in the intermediate space between home and work, for them, Starbucks is a coffee that can be consumed even in web 3.0.

The creation of the third digital place is the beginning of a phase where Starbucks seeks to position itself within the web 3.0 based on NFT technology. To Brady Brewer, Director of Starbucks marketing, this new incursion gives Starbucks the possibility of endorsing the feeling of community in consumers, granting them access to new membership concepts and experiences that they can only have through NFTs.

For Starbucks, its participation in the NFT market also means opening up a whole new commitment and diffusion scheme in a new market adjacent to its conventional stores.

Without providing many details about which blockchain will be where this collection will be developed, or information about the characteristics of the art, the directors of Starbucks marketing have mentioned that your first NFT collection will have the characteristics of a membership, but it will also be the basis for the creation of new collections, but in collaboration with the 3.0 community.

This new integration may sound very simple, but it is easy to foresee that it will have a great impact on the way communities interact with brands. Starbucks shows a clear example of how its participation in NFT marketing has a fairly broad business vision, which contrasts with what many brands in the past have done, launching collections and entering the NFT world without clear dissemination strategies.