Dairy Queen Partners with WGG for Pop-Up NFT Store in Chengdu
Dairy Queen has joined forces with the nonfungible token project Weirdo Ghost Gang (WGG) to establish a temporary NFT store in Chengdu, China. The pop-up store, themed “Ice and Snow Season,” will be open from Nov. 15 to Dec. 31 and will showcase a range of co-branded merchandise, including a Dairy Queen-WGG themed ice cream. Additionally, WGG NFT holders will receive exclusive benefits as part of this collaborative venture. The project has gained significant traction among users in the Asia-Pacific region.
Enhancing Consumer Experience Through Collaboration
The partnership aims to go beyond highlighting Dairy Queen’s digital marketing efforts and provide consumers with a deeper understanding of the NFT art IP, WGG, to create enhanced experiences and connections. The WGG collection comprises 5,555 “Lil Ghosts” NFTs developed by Hong Kong Web3 holding company ManesLab in 2021, with a trading volume exceeding 21,510 Ether (ETH) ($43.5 million) since its inception. The current floor price for the collection is 0.485 ETH ($995.2).
Previous Collaborations and Industry Trends
In September, WGG launched the “City Party Map – Shanghai Station” event with local food retailer Jiujiu Duck Neck, offering discounts for NFT holders at over 500 retail stores. Last month, the project unveiled the “Ghost Season” event at Beijing’s upscale shopping hub The Box, showcasing its NFT art on 3D screens for shoppers.
Amid a challenging crypto market environment, many NFT projects have sought partnerships with Web2 or traditional brick-and-mortar firms for marketing collaborations. For example, in March, the Wassies by Wassies NFT Collection set up a pop-up hotel in Singapore offering themed rooms for around $100 per night.
Hot Take: Embracing Traditional Partnerships for NFT Promotion
Collaborations between NFT projects and established businesses like Dairy Queen demonstrate a growing trend of merging digital assets with physical experiences to enhance consumer engagement and expand market reach.
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