Wormageddon
GLOBAL SOCIAL ACTIVATION
I’m incredibly proud of our team for this one.
In short, Adult Swim built life-sized Rick and Morty installations around the world. Some were in famous plazas, others were hidden in row homes and beach retreats. These were not small locations, these were hard-as-hell-to-find locations. Check ‘em: Wormageddon HQ.
If we typed one number or character incorrectly, every fan attempting the challenge would go to the wrong destination. Not the wrong building – the wrong county. This was a challenge of precision that I had never faced before. Error would guarantee embarrassment.
Despite all the challenges, our team prevailed. There were no errors. Rick and Morty fans from around the world hiked, slithered, humped, two-stepped, and complained their way up mountains and down through Chicago to be the first to post the custom installations that got fans and press BUZZING.
Over 81 videos were posted, feeding clues to fans to rip apart before starting out on their own journey up – or down – to their country’s installation. The paths weren’t easy. Some required hiking down to the remote beaches of their coast, some required touring the windmills of their middle country, some required just going to an Arsenal football game.
After the worm-dust had settled, it became apparent that the endeavor was a massive success: Rick and Morty pulled off a global treasure hunt.
Designed at Movement Strategy with Daniel Zamilpa, Roland Parker, Matthew Chevlan, Patrick Adley, and Jordan Kreisberg in collaboration with Adult Swim: Michael Cahill, Shane Dering, and Elijah Watkins.