American Gods, the Neil Gaiman novel adapted into a Starz TV series, is properly represented at this year’s SXSW event to hype up fans ahead of the season 2 premiere tonight, March 10.

The world got its first glimpse of the series at SXSW in 2017, where Starz assembled much of the insanely large cast for a panel discussion following a screening of the first episode. And as Gaiman is as (if not more) popular than Alexandria Ocasio-Cortez for this year’s SXSW, there’s no way they were going to miss out on a chance to do something to celebrate the show.

The “House of the Gods” activation involved transforming a normal bar into a tame proving ground for the impending war between the two factions of deities: the old gods of ancient times and the new American gods. Attendees had a chance to enter two different rooms meant to submerge your sense with wall-to-wall screens and surround sound, giving you a chance to see some of the players on either side, e.g., Mr. Wednesday (Ian McShane) and Mr. World (Crispin Glover). A bit short on connecting to the actually storyline, but still cool nonetheless.

The promotion also offered two free drinks, redeemable at the Believe Bar or Mad Sweeney Bar. And there were tons of American Gods easter eggs for those who watched the first season, such as Bilquis’ bedroom or Technical Boys’ throne. If you aren’t at the event, check out the photos in the gallery here below for a closer look.

Photo Gallery

[All photos by Tom Cheredar for Geeks of Doom.]