The SXSW campaign had people—many of whom had never heard of the book or adaptation—talking about the series all over town, as well as on social media, where festival-goers shared pictures and videos from the experience. (“No, I don’t know what it is, but they have puppies and Jon Hamm, so I’m going,” a woman was overheard saying on Rainey Street about the experience.) The activation arguably snatched the marketing crown from rival HBO, which goes all out for SXSW, but created an experience for Game of Thrones this year that somewhat missed the mark.

Based on the clips we’ve seen for Good Omens, we’re beyond excited to watch the series in full.

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