To celebrate the highly anticipated premiere of The Testaments, a new chapter in the world of The Handmaid’s Tale, Hulu is bringing a story-driven, one-day interactive street takeover to SXSW this year. Fans can witness a first-look into the world of the series with an immersive activation that stops along Austin’s popular streets.

On March 16th, Aunt Lydia’s purple prep-school bus will serve as the centerpiece to kick off the activation in Austin. At each stop, a group of Plums will disembark in a single-file line, holding out mini pies. A supervising Plum will direct the flow of the Plums and once she rings the bell, it will initiate the Plums to start the pie handout. Each pie is a wrapped, rare Bumbleberry combination of blueberries, raspberries, blackberries, and strawberries. As the Plums deliver the pies, they bow their heads and bestow a blessing to each recipient. 

Hidden on the bottom of each pie’s tin, lies a secret cryptical message reading “Things Are Not What They Seem”, inviting attendees to scan a QR code and further interact with the experience. After two sharp rings, the Plums fall back into formation, re-board the bus, and head to the next stop. 

Fans can check out the activation on March 16th at these times and locations:

• 12:30–1:30 PM: South Congress Ave | 100 Elizabeth Street
• 4:30–5:30 PM: W 4th Street | SXSW Closure
• 6:30–7:30 PM: 500 Brazos Street | Near E 6th Street