The pop-up is decked out in Knicks decor, collectibles and footage and will have appearances by Run DMCBUZZFEED
BuzzFeed's latest co-branded experience has turned a popular N.Y. pizza spot into a "pop-up celebrating the return of Knicks basketball," as part of its ongoing partnership with Chase and its turn to the experiential, according to Ian Zelaya of AD WEEK. Fans can "swing by The Pizza Joint, a Knicks-themed pizza parlor that took over Speedy Romeo in Manhattan's Lower East Side," from Nov. 8-22. Produced and designed by Crony Creative, Brooklyn, the pop-up is "decked out in decor, collectibles and footage celebrating the NBA team as well as rap group Run DMC, who will make appearances at the event." The pop-up also will "host six special events geared toward Knicks fans and BuzzFeed's audience, including opening and closing parties, trivia and speed dating." BuzzFeed "landed on a Knicks-themed pizza parlor for multiple reasons," including the start of the NBA season, the Knicks adding new players to the team and N.Y. being a "pizza destination." The event also "leveraged Chase having been the presenting sponsor of the Knicks for 10 years and BuzzFeed's partnership" with MSG. BuzzFeed Head of Partner Innovation Jake Bronstein said that among the goals was "making the space as photo-friendly as possible." Along with Knicks items sourced from the arena, design elements include "wall-mounted TVs shaped like window frames streaming footage of past Knicks games and Run DMC videos" (ADWEEK.com, 11/8).
