The #NFT-based @Starbucks #Odyssey customer engagement and loyalty program is an important example of lengths to which some global brands will go to insulate customers from the complexities and vocabulary of #blockchain. In this video, @ChainJournal's customer journey analyst @Web3Maxx and I talk through some of Odyssey's customer facing experience and reverse engineer the positive business outcomes that other enterprises and global brands should be thinking about. bit.ly/3NbIkjB fyi @_macki

Here was @Nike's @dotSWOOSH's original post about it's "first-ever apparel drop" to existing #NFT holders (a technique known as "#tokengating") on Nov 15. Just a few hours later, the @dotSWOOSH team notified the world that the drop was delayed. In summary, the 3 potential problems with the drop were * The same exact t-shirt is for sale elsewhere on the web. So, it's not exclusive as claimed. * Where the shirt is already non-exclusively for sale elsewhere (through multiple resellers), the sale price is $23 making @dotSWOOSH's exclusive, NFT-holders' only offer of $55 seem absurd. * Given the "prior art" on both the shirt's design and the wording, the shirt could constitute IP infringement. However, @Nike's lawyers may have already covered Nike for that possibilty.

Here's the link to the original @dotSWOOSH tweet xitter.cf/dotSWOOSH/status/17248…

Regarding @Nike @dotSWOOSH's abruptly cancelled drop of its TINAJ (This is Not a JPEG) t-shirt (yesterday) as a part of its #NFT-based customer engagement program, I wonder if this has something to do with it. There are multiple sellers of the same shirt going back to 2020. So, it's appears as though it's hardly anything exclusive to existing #TINAJ holders

Finally, maybe the biggest problem for @dotSWOOSH with the so-called exclusive #TINAJ t-shirt drop was the $55 price to @Nike's existing NFT holders. That's more than 2x what the same shirt has been selling for elsewhere.

Yesterday, as a part of @altsbyadidas ongoing efforts to use #blockchain and #NFTs for customer engagement and loyalty, the company collaborated with @Moncler on a limited edition drop involving a collection of 3000 free #NonFungibleTokens. They were awarded on a first come first served basis to the first 3000 users to "make a claim." However, as evidence of the challenges in managing a user experience of this nature (and how it's the very early days of #BlockchainCustomerExperiences or #BCE), the labyrinth of websites and apps that a user had to navigate as part of the claim process proved to be too daunting for many participants. It involved a variety of difficult-to-overcome obstacles including incomplete instructions, a poorly informed customer support team, frightening but inaccurate messages, missing calls to action, and a variety of application failures. For many enterprises, this tale of failures should be helpful in forming a list of what to avoid as a part of their own BCEs. As #adidas raced to assuage frustrated end-users who were filing a wave of complaints in the adidas #alts #Discord server, the Adidas Three Stripes Studios team (the internal group that's responsible for the company's blockchain efforts) eventually replied with this and other messages. I'm working on a article that will look to document the anatomy of this badly executed airdrop.

(1/2) Using the Announcements channel on its Discord server, the @Starbucks #Odyssey program announced the start of a new journey to earn an #NFT. It's called the PSL or Pumpkin Spice Latte Journey. It's a great example of using NFTs for customer engagement, loyalty & awareness

I was awarded a free drink from the @Starbucks #Odyssey #NFT program because, across all participants in the program who visited 3 different stores to earn an NFT, more than 8K stores got visited. Just more evidence of enterprise #blockchain adoption.

As I work w/different enterprise #NFT programs, I see them driving business outcomes in 3 areas: loyalty, engagement, and awareness. The @Hyundai_NFT program is a good example. Through it, I was made aware of its cool MobED autonomous robotics initiative hyundainews.com/en-us/releas…

(1/2) Looking at my choices of benefits for having achieved 8200 points in the @Starbucks #Odyssey program, I was hoping for a benefit that involved #phygital twins (a technological coupling of something physical with a digital #NFT) like what @ALTsByAdidas is doing.

When the @ALTsByAdidas auction of 100 pairs of #phygitally-twinned sneakers & matching #NFTs ends today, what benefits might accrue to the winners? @adidas exec 𝐄𝐫𝐢𝐤𝐚 𝐖𝐲𝐤𝐞𝐬-𝐒𝐧𝐞𝐲𝐝 publicly discussed the idea of #TokenGating to physical events blockchainjournal.com/use-ca…

There's an interesting Reddit thread abt usage of #NFTs on media sites. Many comments discuss collectibility of articles. As the editor of @ChainJournal, I'm dubious about such collectibility. But I see other potential. Here's my reply to that thread. reddit.com/r/CryptoCurrency/…