Dairy Queen, a renowned ice cream brand, has ventured into the digital realm by partnering with the nonfungible token (NFT) project Weirdo Ghost Gang (WGG) to open an NFT pop-up store in Chengdu, China. This collaboration marks a significant integration of traditional retail with the burgeoning digital art world, set to run from November 15 to December 31. The store, themed “Ice and Snow Season,” will feature Dairy Queen-WGG co-branded merchandise, including themed ice creams. WGG NFT holders are set to enjoy exclusive perks, emphasizing the unique synergy between traditional and digital business models.
The initiative is designed to enhance consumer understanding of NFTs, especially WGG’s “Lil Ghosts” collection, created by Hong Kong’s Web3 company ManesLab in 2021. This collection boasts over 21,510 Ether (around $43.5 million) in trading volume, with a current floor price of 0.485 ETH (approximately $995.2). Through this venture, Dairy Queen aims to showcase its innovative approach in new media digital marketing, offering customers an enriched experience that transcends conventional retail practices.
This move is part of a broader trend where NFT projects collaborate with Web2 and traditional businesses for marketing purposes, especially during challenging market conditions. WGG’s previous partnerships, like the collaboration with Jiujiu Duck Neck offering discounts to NFT holders at over 500 stores, and the “Ghost Season” event in Beijing, demonstrate the potential of such innovative marketing strategies. These collaborations are essential for maintaining visibility and relevance in the evolving digital marketplace.
In conclusion, Dairy Queen’s NFT pop-up store in collaboration with WGG is more than a marketing venture; it’s a pioneering step towards integrating digital art into the mainstream consumer experience. It reflects a growing trend where businesses are increasingly adopting NFTs to create unique and engaging customer experiences, blending the worlds of traditional retail and digital innovation.
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