Dairy Queen is teaming up with local nonfungible token project Weirdo Ghost Gang (WGG) to establish a temporary NFT store in Chengdu, China.
As per a press release obtained by Cointelegraph, the pop-up store themed “Ice and Snow Season” is set to operate from November 15 to December 31. It will showcase various co-branded merchandise, including a Dairy Queen-WGG themed ice cream. Additionally, WGG NFT holders will receive exclusive benefits through this collaboration. The project has gained a large following in the Asia-Pacific region.
“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,” the release mentions. The WGG collection consists of 5,555 “Lil Ghosts” NFTs created by Hong Kong Web3 holding company ManesLab in 2021. The collection has achieved over 21,510 Ether (ETH) ($43.5 million) in trading volume since its inception, with a current floor price of 0.485 ETH ($995.2).
In August, WGG launched the “City Party Map – Shanghai Station” event with local food retailer Jiujiu Duck Neck to offer discounts for NFT holders at more than 200 of its retail stores. Last month, the project announced the “Ghost Season” event at Beijing’s affluent shopping hub The Box, displaying its NFT art on 3D screens for shoppers.
During a severe crypto winter, many NFT projects have sought partnerships with Web2 or traditional brick-and-mortar firms for marketing collaborations. For instance, in March, the Wassies by Wassies NFT Collection opened a pop-up hotel in Singapore. The hotel operated until September and offered themed rooms for around $100 per night.
Related: China declares stealing digital collections like NFTs liable for criminal theft sentence