This past SXSW Festival, Amazon Prime created a 19,000 sq. ft. experience called Good Omens’ Garden of Earthly Delights to plug its new TV show Good Omens, which debuted May 31. Attendees were directed to the venue by show-inspired signs saying “Judgment Day was nigh!” At the site, angels and demons guided people to a 20-ft. hand-carved tree with beer, wine and food (provided by local Austin restaurants).

The enormous effort reflected the show’s premise and helped Amazon give people a uniquely thematic experience. “[The apocalypse coming May 31st was] the whole reason for the show being made,” quipped Mike Benson of Amazon Studios, “and we [understood] there was going to be some sort of apocalyptic event in SXSW so we figured what better place to help people celebrate or escape?”