Dairy Queen collaborated with the local non-fungible token project Weirdo Ghost Gang (WGG), the famous ice cream brand, to unveil a pop-up NFT store in Chengdu, China.
In recent years, NFTs have become notably popular, especially within the art realm. They provide a secure and verifiable means for artists, creators, and collectors to engage in the buying, selling, and trading of digital artwork, music, videos, virtual real estate, virtual goods, and various other forms of digital content.
The NFT store, centered on the “Ice and Snow Season,” will operate from November 15 to December 31. Combining digital art with tasty treats, the temporary store assures an engaging experience for visitors. Featured attractions encompass a variety of co-branded items, with a special emphasis on a Dairy Queen-WGG-themed ice cream.
In a move meant to reward its NFT community, WGG MFT holders will enjoy exclusive perks during this pop-up store event. The partnership strives to integrate the virtual and physical worlds, offering a new and engaging experience for NFT enthusiasts.
Weirdo Ghost Gang’s Asia-Pacific Appeal
Weirdo Ghost Gang has managed to attract a strong following in the Asia-Pacific region, enabling the brand to establish a strong presence. The NFT collection consists of 5,555 “Lil Ghosts” NFTs developed by Hong Kong Web3 holding company ManesLab in 2021. With a trading volume surpassing 21,510 Ether ($43.5 million) since its launch, the collection enjoys a current floor price of 0.485 ETH ($995.2).
The recent partnership goes beyond just marketing efforts, aiming to offer consumers a deeper understanding of NFT art intellectual property (IP).
The official press release stated:
“Beyond merely showcasing Dairy Queen’s ongoing efforts in new media digital marketing, this collaboration also serves to offer consumers a more nuanced understanding of the NFT art IP, WGG, resulting in enhanced experiences and connections.”
This announcement comes amid a resurgence in the NFT space, with October witnessing more than $574 million in trading volume, which marks a 52% increase from the previous month. Ethereum keeps dominating the NFT blockchains, reporting a sales volume of more than $279 million in the past 30 days, translating to a 41% increase.
In September, WGG initiated the “City Party Map – Shanghai Station” event in collaboration with local food retailer Jiujiu Duck Neck. This event provided discounts for NFT holders at over 500 retail stores. Subsequently, the project unveiled the “Ghost Season” event at The Box, an upscale shopping destination in Beijing. During this event, NFT art was showcased on 3D screens for the enjoyment of shoppers.
During a challenging period in the crypto market, numerous NFT projects have sought partnerships with Web2 or traditional brick-and-mortar businesses for joint marketing efforts. In March, the Wassies by Wassies NFT Collection took a unique approach by launching a pop-up hotel in Singapore bearing its name. Operating until September, the hotel featured rooms themed around Wassie, with accommodation priced at approximately $100 per night.