USA Network’s critical darling, Mr. Robot, created major buzz at last year’s South by Southwest where it premiered the show and won the festival’s audience award. So it only makes sense that the network would bring the series back to Austin to get fans excited for the upcoming second season—and to do so on a grand scale.

That’s why, if you’re at SXSW Interactive, you’ve probably seen a 100-foot Ferris wheel designed to look like Coney Island’s famed Wonder Wheel. The four-day activation, which ends today, recreates key moments and sets from the show, like the F Society hacker den on Coney Island, to immerse fans in the Mr. Robot world. Alexandra Shapiro, evp of marketing and digital for USA Network, said the activation was designed in part to spark conversation on social media.

More Experiential Marketing Activations From SXSW That You Need to See.

Adweek hopped on the ride with Shapiro, who—along with Jennifer Boardman, svp of Civic Entertainment Group, the agency behind the experience—explained how Mr. Robot brought the impressive activation to life and what marketers need to know about experiential marketing.