The new game South Park: The Fractured But Whole continues the saga of a kid surviving the strange and satirical world of Trey Parker and Matt Stone’s hit TV show.

The special episode “Franchise Prequel” aired ahead of the game’s release to serve as a prologue to Fractured But Whole.

A sequel to South Park: The Stick of Truth, The Fractured But Whole parodies the world of comic book movie franchises and the formulas thereof, and the story picks up right where the last video game left off. To learn the story thus far, those who pre-ordered The Fractured But Whole received a free digital copy of The Stick of Truth for free through Uplay, PlayStation Network or Steam.

As with the TV show on which it’s based, The Fractured But Whole parodies real-life events, pop culture and celebrities. Trailers revealed comical jabs at Kanye West, Aquaman, racism, evil clowns, priests and more, creating hype around the game’s release through purposeful controversy.

Various editions of the game offer perks such as character figurines, lithographic prints, a Towlie game companion and unlockable costumes. The Amazon-exclusive Remote Control Coon Mobile bundle contains an app-controlled Control Coon Mobile—Cartman’s big wheel—South Park: The Fractured But Whole Gold Edition game with SteelBook and Season Pass subscription.

Ubisoft is separately selling collectible items like figurines and a “fart pillow” that makes fart noises when someone sits on it.

Ubisoft’s latest tale of kids getting into all sorts of mayhem features a game mechanic in which farting is used to do just about anything. From fighting to moving around, cutting the cheese is an important aspect of gameplay. To “complement” the demo experience at last year’s Gamescom, players were fitted with the Nosulus Rift—a device that blows fart smells into the wearer’s nose.

Even the game’s title is a jab at pop culture, as superheroes are pit against one another in films left and right. In The Fractured But Whole, Cartman proposes a film franchise based on their role-playing characters, but it splinters the group of children into two opposing factions, each wanting a franchise of their own.

The official South Park account capitalized on this rivalry on Twitter by asking fans to pick a side.

Ubisoft teamed up with YouTube channel The Yogscast to create the comedy superhero origin story “Incredible Bulk” in which Martyn Littlewood takes his love of explosives too far. The team hosted a Twitter giveaway as followers created superheroes for the chance to win a digital copy of The Fractured But Whole and a box of merchandise.

Other influencer marketing campaigns included streams with Funhaus Team, Mini Ladd and the contest “I Am The Fart,” which challenged gaseous users to submit their most epic backdoor audio to have it featured in the game. A trailer for the online competition parodies The Voice, in which three celebrity judges react and provide feedback for the flatulence flying in the air.