Dairy Queen has revealed plans for a collaborative venture with the local non-fungible token project, Weirdo Ghost Gang (WGG), to establish an NFT pop-up store situated in Chengdu, China. The pop-up store, themed as "Ice Season," is set to operate from November 15 to December 31. It aims to showcase an array of co-branded merchandise, featuring Dairy Queen-WGG themed ice cream among other items. Furthermore, the collaboration will offer exclusive benefits to WGG NFT holders. The project holds a significant user base in the Asia-Pacific region.
This partnership serves the dual purpose of highlighting Dairy Queen's ongoing commitment to innovative digital marketing in new media while also providing consumers with an in-depth understanding of the NFT art IP WGG, thereby enriching their experience and connection to the brand. WGG originated from the collection of 5,555 "Lil Ghosts" NFTs, initially crafted in 2021 by ManesLab, a Web3 holding company based in Hong Kong. Since its inception, the collection has generated over 21,510 Ethereum Volume (equivalent to $43.5 million), with a current floor price of 0.485 ETH ($995.2).
WGG has been actively involved in diverse collaborations beyond its core NFT art domain. In September, it collaborated with local food retailer Jiujiu Yabo to introduce the "City Party Map-Shanghai Station" event. This event offered exclusive discounts to NFT holders at more than 500 retail stores. Moreover, last month, the project unveiled plans for a "ghost season" event at The Box, a high-end shopping mall located in Beijing. The event was designed to showcase its NFT artworks to shoppers through innovative 3D screens.
During the ongoing phase of the crypto winter, numerous NFT projects have embarked on marketing collaborations, bridging the gap between Web2 and traditional brick-and-mortar companies. An illustrative instance of this trend was seen in March when Wassies by Wassies NFT Collection initiated a pop-up hotel, named after the collection, in Singapore. The hotel remained open till September, offering Wassie-themed rooms to patrons at approximately $100 per night.
