To celebrate the return of FARGO for Season 5, we hit the streets of NY and LA with a custom-branded truck that rewarded fans, new and old, with exclusive show merch. Guests were able to spin for their chance to win a delectable coffee treat, custom knitted Fargo koozie, or limited-edition Fargo pillow—complete with darkly witty quotes from the show itself. The Pillow Talk Pop-up was appealed to fans and casual viewers nationwide, garnering 76M+ aggregated impressions.