Hulu is bringing a one-day OOH interactive street takeover to
New York to promote the premiere of "The Testaments," a new chapter in the world of "The Handmaid's Tale." The sequel is set 15 years after the original series, following a new generation in
Gilead, and debuts April 8.
The in-house-created activation, which already appeared in Los Angeles and Austin, Texas, during SXSW,
hits Manhattan April 6 at two key venues:
*10:45 a.m. - 1:30 p.m.: Rockefeller Center / (33 W. 50th St.)
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*5:30 p.m. - 7 p.m.: Washington Sq. Park (14
Washington Square Park North)
Aunt Lydia’s purple prep-school bus is the activation setting. At each stop, a group of Plums (girls destined for arranged marriages) will distribute mini
pies. Each is a combo of blueberries, raspberries, blackberries and strawberries. As pies are handed out, the Plums bow their heads and bestow a blessing on each recipient.
The twist? On the
bottom of the pie tins is a secret message: “This is just the beginning.” Attendees can scan a QR code and further interact with the experience. After two sharp rings, the Plums return to
formation and board the bus.
"The Testaments" is based on Margaret Atwood's 2019 novel.