BuzzFeed has recently turned to experiential as a way to evolve its brand partnerships beyond branded content and media, with efforts that have included outdoor conference cabins in partnership with Delta and a pop-up for dogs with Petco.
The media company’s latest co-branded experience, created as part of its ongoing partnership with Chase, has turned a popular New York pizza spot into a pop-up celebrating the return of Knicks basketball.
NBA fans can swing by The Pizza Joint, a Knicks-themed pizza parlor that took over Speedy Romeo in Manhattan’s Lower East Side, beginning Nov. 8 through Nov. 22.
Produced and designed by Brooklyn-based experiential marketing agency Crony Creative, 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 15-day 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.
Additionally, Speedy Romeo’s menu has been revamped to have a New York theme, with perks for Chase cardholders.