Event Marketer Summer 2023 - 60

BEST MULTI-MARKET
EVENT (CONSUMER)
There's never been more consumable
EX AWARD WINNER
CAMPAIGN: Rick and Morty
Wormageddon
CLIENT: Adult Swim
PARTNER: XD Agency
TV content available than in the current
" streaming wars " and cord-cutting landscape.
And for a show like Adult Swim's " Rick and
Morty, " which airs on cable's Cartoon Network,
it can be hard to find and keep an audience.
After five seasons, the adult animated sci-fi
show saw a decline in viewership, so Adult
Swim turned to a creative experiential strategy
to deliver strong season six premiere ratings
and build global awareness.
" Rick and Morty " has a highly dedicated
fan base, mostly made up of young men
who are gamers, tech-savvy and active on
social media. To engage this audience and
attract new viewers, Adult Swim produced
a worldwide stunt called Wormageddon.
Through a collaboration with two of the show's
writers, the story connected the season five
finale with the premiere of season six, in
which a mysterious alien worm lands on Earth
threatening to take over the planet. Fans could
explore this story both through four custom
animated narrative pieces and in real life. The
real-world component was a global scavenger
hunt, where fans were invited to take part on a
dedicated digital hub and on social channels.
Every day over the course of two weeks,
a larger-than-life immersive scene featuring
" Rick and Morty " characters battling giant
worms popped up in places all around the
world, including Australia, Brazil, Canada,
Mexico, Netherlands, Philippines, South
Africa, Spain and top U.S. markets. These
locations were selected to maximize audience
engagement and featured their own surprise
elements, but they were kept secret. A clue
pointing to their whereabouts was released
each morning, and fans needed to apply their
knowledge of the " Rick and Morty " universe to
solve the puzzle. Second and third clues were
held in reserve in case the locations were not
discovered within two hours.
Staff at the scene greeted the first fan
to arrive and presented the appropriate code
to win a life-size Rick trophy. Each scene
furthered the Wormageddon storyline and
was visually engaging, encouraging sharing
of photos and videos on social media. All
told, 100,000 fans wormed their way into
the stunt's 14 locations, and the campaign
garnered more than 10 million engagements
on social media.
60
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