Rick and Morty Rickstaverse

Objective

Adult Swim promoted the second season of Rick and Morty by creating an innovative Instagram-native gaming experience designed to engage existing fans and attract new audiences to the show. The campaign aimed to leverage the series' massive popularity and cultural relevance to generate buzz and excitement ahead of the season launch.

Solution

Rickstaverse is a point-and-click adventure game spread across 80+ linked Instagram accounts featuring 11 explorable planets (8 available at launch, 3 revealed during season 2). Players tap on individual photos to discover interactive tags that act as portals, transporting them between worlds to collect items and unlock content. The experience includes 1,000+ high-resolution custom images, 8 mini-comics, and 18 interactive collectibles with video outcomes, all presented in 1080p HD quality.

Results

The promotional video for Rickstaverse garnered over 140,000 views. The campaign achieved organic growth through fan sharing on Reddit and social media platforms, with measurable increases in follower growth and content engagement depth.