Carrot Creates Instagram Game for Rick & Morty

VICE digital agency Carrot created the first Instagram game to promote the July 26 premiere of Justin Roiland and Dan Harmon‘s hilarious Adult Swim show Rick & Morty.

As the show’s Rick Sanchez tells viewers in the “Rickstaverse Walkthrough,” though, it’s more than just a game, “it’s a whole living, breathing universe to explore right inside Instagram.” Composed of 80 linked Instagram accounts, the “Rickstaverse” allows fans of the show to explore the accounts, which feature different worlds form the show, and discover items that lead to clips from the second season and other goodies (such as the Jerrygotchi). Carrot wrote all the game’s content, based on the show’s existing universes, with the show’s creators signing off on everything featured in the “Rickstaverse.” Fans of the show, always hungry for new material, should enjoy exploring the “Rickstaverse” on Instagram, which will remind them to tune in to the premiere on Sunday. You can check it out for yourself at instagram.com/rickandmortyrickstaverse, and the campaign could give an indication as to how digital advertisers will use the platform going forward.