Dairy Queen, the popular ice cream chain, has teamed up with local nonfungible token (NFT) project Weirdo Ghost Gang (WGG) to launch a pop-up NFT store in Chengdu, China. The store will be open from November 15 to December 31 and will feature a range of co-branded merchandise, including a Dairy Queen-WGG themed ice cream. Exclusive perks will also be offered to WGG NFT holders as part of this collaboration, which has gained a significant following in the Asia-Pacific region.
Enhancing Experiences and Connections
The partnership aims to go beyond digital marketing and provide consumers with a deeper understanding of NFT art intellectual property (IP). According to a press release, this collaboration will result in enhanced experiences and connections for customers. The WGG collection, created by Hong Kong-based Web3 holding company ManesLab, consists of 5,555 "Lil Ghosts" NFTs. Since its launch in 2021, the collection has generated over 21,510 Ether (ETH) ($43.5 million) in trading volume, with a current floor price of 0.485 ETH ($995.2).
WGG has previously partnered with Jiujiu Duck Neck, a local food retailer, to offer discounts for NFT holders at over 500 retail stores during the "City Party Map - Shanghai Station" event. The project also showcased its NFT art on 3D screens at Beijing's The Box, a popular shopping hub, during the "Ghost Season" event.
Partnerships in the Crypto Winter
As the crypto market experiences a downturn, many NFT projects have sought collaborations with Web2 or traditional brick-and-mortar companies for marketing purposes. In Singapore, the Wassies NFT Collection launched a pop-up hotel, offering themed rooms for around $100 per night. The hotel, which operated from March to September, aimed to attract NFT enthusiasts and promote the Wassies brand.
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