Dairy Queen has partnered with local non-fungible token project Weirdo Ghost Gang (WGG) to create a pop-up NFT store in Chengdu, China.
According to a press release from Cointelegraph, the “Ice and Snow Season” themed pop-up store will run from November 15 to December 31 and offer a variety of co-branded merchandise such as a Dairy Queen-WGG themed ice cream. Additionally, WGG NFT holders will receive exclusive benefits as part of the joint venture. The project has a large following among users in the Asia-Pacific region.
The Chunxi Road in Chengdu where the Dairy Queen-WGG NFT store will open. (Source: Wikipedia)
“Beyond simply demonstrating Dairy Queen’s ongoing efforts in digital marketing in new media, this partnership also serves to provide consumers with a more nuanced understanding of the NFT art IP, WGG, resulting in enhanced experiences and connections” , the release said. The WGG collection contains 5,555 ‘Lil Ghosts’ NFTs created in 2021 by Hong Kong Web3 holding company ManesLab. The collection has exceeded a trading volume of 21,510 Ether (ETH) ($43.5 million) since its inception. The current floor price is 0.485 ETH ($995.2).
In August, WGG launched the “City Party Map – Shanghai Station” event with local food distributor Jiujiu Duck Neck to offer discounts to NFT holders at more than 200 of its stores. Last month, the project announced the ‘Ghost Season’ event at Beijing’s affluent The Box mall, where NFT art was displayed on 3D screens for shoppers.
Amid a harsh crypto winter, many NFT projects have turned to partnerships with Web2 or even traditional brick-and-mortar companies for marketing collaboration. In March, the Wassies by Wassies NFT Collection opened a pop-up hotel of the same name in Singapore. The hotel ran until September, offering Wassie-themed rooms for about $100 a night.
Related: China Makes Stealing Digital Collections Like NFTs Liable as Criminal Theft