Hulu is doing it big for The Testaments at SXSW this year. It’s insane. Basically, they’re taking the world of The Handmaid’s Tale and making it come alive on the streets of Austin, On March 16th. Picture Aunt Lydia’s iconic purple prep-school bus rolling up along the city streets, and out step these people called Plums, all in full costume, moving in perfect single-file lines. And they’re not just walking around. They’re handing out mini pies, but get this, the pies aren’t just snacks, they have little cryptic messages inside that pull you into the story of Gilead.
The pies are this really special Bumbleberry mix, so blueberries, raspberries, blackberries, and strawberries. Each Plum bows to the person they give the pie to and even gives a little blessing. It’s all super theatrical and immersive, and honestly, it makes you feel like you’re actually part of the world of the series.
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The series itself is intense. It’s a coming-of-age story set in Gilead, following two young women, Agnes and Daisy. Agnes, played by Chase Infiniti, is this dutiful, pious girl who’s been raised entirely in Gilead, while Daisy, played by Lucy Halliday, is a new arrival from beyond the borders, kind of a fresh perspective. They meet at Aunt Lydia’s elite preparatory school for future wives, a place where obedience is drilled into students brutally, and it’s all justified by divine law. But when these two girls connect, their bond becomes this huge catalyst that completely shakes up their past, present, and future.
Back at the SXSW activation, the street takeover is basically turning Austin into Gilead for a day. The bus stops at various spots in the city, Plums disembark, and everyone watching gets pulled into the story. It’s story-driven, interactive, and super visually striking. People will literally get to experience the series’ universe in real life, which is wild if you’re a fan.
Honestly, it’s not just a promo. You get the pies, you see the Plums in action, and you get a real sense of the series’ tone and atmosphere. Hulu is making it fun, mysterious, and immersive all at once. If you’re at SXSW on March 16th, this is definitely something you do not want to miss.
