- Dairy Queen partnered with NFT brand Weirdo Ghost Gang to transform a Chengdu location into a ski resort-themed pop-up from November to December 2022.
- The pop-up will feature exclusive co-branded merchandise like beanies and bags along with a limited-edition “ski ghost” ice cream sundae.
- This collaboration represents Dairy Queen’s first foray into NFTs and digital collectibles, allowing the brand to build community and experiment with web3.
Dairy Queen, the popular American fast food chain known for its soft-serve ice cream, has collaborated with NFT brand Weirdo Ghost Gang for a temporary pop-up experience in Chengdu, China. The event will run from November 16 to December 31, 2022 and aims to fuse physical and digital experiences for customers.
Transforming a Dairy Queen Into a Ski Resort
From November 16 to December 31, the Dairy Queen location on Chunxi Road in Chengdu will be transformed into a ski resort atmosphere in partnership with Weirdo Ghost Gang. The restaurant will be decorated as a “ghost ski resort” with winter theming.
According to a translated post from Dairy Queen’s Weibo account, the pop-up will “fill the atmosphere of going out in winter.” It aims to bring a taste of winter fun to customers amidst Chengdu’s warm climate.
Exclusive Co-Branded Merchandise
The collaboration will also feature exclusive co-branded merchandise only available during the pop-up event. This includes a beanie and a canvas bag displaying both the Dairy Queen and Weirdo Ghost Gang logos.
The beanie is described as injecting “winter vitality” while the bag is designed to enhance the winter atmosphere. The merchandise provides a way for customers to physically engage with the collaboration.
Limited-Edition Dessert Menu Item
In addition to the decor and merchandise, a special food menu item will also be available. The “ski ghost mixing bowl” is an ice cream sundae made to resemble a ski slope. It features soft serve, crispy toppings, chocolate sauce, and other classic sundae ingredients.
The mixing bowl sundae aims to bring novelty and excitement to Dairy Queen’s menu for the duration of the pop-up event.
Expanding Into NFTs and Digital Collectibles
The Dairy Queen and Weirdo Ghost Gang collaboration represents the fast food chain’s first foray into digital collectibles and NFTs. Many brands have begun leveraging NFTs as a new form of intellectual property and fan engagement.
While NFT sales have declined significantly since their peak, collaborations like this allow brands to build community and experiment with web3 applications. For Weirdo Ghost Gang, it provides an opportunity to expand their NFT characters into real-world experiences.
The Chengdu pop-up brings together Dairy Queen’s established brand with Weirdo Ghost Gang’s NFT characters and designs. It exemplifies how traditional companies can creatively use web3 technology to provide fresh experiences for their customers. The event allows both brands to reach new audiences through an innovative collaboration.