One way to promote a TV show at South by Southwest: opening a pop-up chicken restaurant. Another way: terrifying people to death. Hulu’s “The Handmaid’s Tale” went for option No. 2 this weekend in Austin.

Photo by Omar Gallaga/American-Statesman

As Statesman Shots co-hosts Omar Gallaga and Tolly Moseley explained in an episode of the podcast Saturday, they came across stoically marching ladies in red on their way to the Los Pollos Hermanos installation promoting AMC’s “Better Call Saul.” They were not the only people startled by the guerilla marketing for the dystopian drama.

All these (presumably) Handmaid's Tale folks are scaring me. #sxsw

— Anthony Balderrama (@anthelonious) March 10, 2017

A bunch of Handmaid's Tale handmaids are freaking people out at SXSW.

— io9 (@io9) March 11, 2017

Holy cats – Handmaid's Tale right outside the Austin convention center! #sxsw

— Christopher Lucas (@ChristophrLucas) March 12, 2017

Happy nightmares, SXSW. Feel free to wash the chilling image of Margaret Atwood’s story brought to life out of your mind with some more of that delicious fried chicken from Los Pollos Hermanos.

[h/t iO9]