Primary interface and unlocked locations
A global Rick and Morty
When Adult Swim was ready to kick off their Season 6 premiere of their hit show, Rick and Morty, they came to PRPL to execute an over-the-top global scavenger hunt. From themed installations to a real-time, mobile-first component, we collaborated and concepted to bring their vision to (larger than) life and create an interactive contest for the cult favorite masses.
58% North America
25% Europe, Middle East, Africa
9% Latin America
8% Asian Pacific
Global Unique Visits
A new threat lands on Earth in the form of a mysterious alien worm that aims to take over the planet. Somewhere around the world were 14 unique and immersive and larger-than-life installations featuring Rick and Morty characters battling the giant worms. It was up to fans to solve clues listed on the site and be the first to visit the physical locations of the installations.
For each of the hidden locations, the first contestant to arrive and enter the given codename to awaiting brand ambassadors would receive one of only nine life-size golden Rick heads.
Our dev team designed both the front and backend of the treasure hunt site which was built on the Next JS framework to serve the front-end code, and it was rolled out in three stages: The Teaser, The Clue Release, and the Found Installation. To build excitement for the event, we displayed a 12-day countdown clock to the treasure hunt on the website, and fans everywhere began theorizing online in an effort to crack clues and track locations—all the way down to an organically created subreddit /r/wormageddon.
With such a fast-paced experience happening in real time, it was important for us to create a global design system that was easy for users to comprehend while quickly reflecting a location's given status.
Primary interface and unlocked locations
Used to indicate an active scavenger hunt
Represents a locked location or video
Indicates a countdown to a new card release
We incorporated bright and easy-to-scan primary colors in order to clearly indicate the state of the given UI components.
We divided the desktop layout into two main columns: the left serving the navigation interface and the right containing main content.
The foundation of both the mobile and desktop experience were built around a tile grid that provided real-time feedback responding to status updates for the user—no page refreshing necessary.
Once a location was found or revealed this tile would display that location’s name and thumbnail, leading to that location’s card view.
When a scavenger hunt for a location would begin this card would sequentially reveal each clue until a location was found and the prize was claimed.
Only a single countdown was programmed to display at a time to mark when a clue, location or video were to going to be revealed in order.
These tiles display before a countdown would be activated for a location or a storyline video reveal.
Because we were managing the concealment and release of each clue and location, and had to be ready to announce them across the world at a moment’s notice, having the content preloaded somewhere—and in 12 languages—was critical. So we built a protected back-end to manage a custom API which managed each location.
On day one of the Wormageddon hunt, the site transformed from the timer countdown to displaying 14 locked tiles and the scavenger hunt rules.
The PRPL team was in control of releasing the clues for each location, every two days for two weeks, and the site displayed a countdown to the next clue. Using real-time data fetching, we were able to update the front-end of the website instantly every time a new clue was posted on the back-end.
When a participant discovered an installation, the Adult Swim team would alert PRPL and we immediately updated the site with a HD video from the installation. From Atlanta to London to Brazil, installations were revealed across the world, some being strategically placed due to brand partnerships. Every new reveal attracted more buzz, attention and fans, and we ultimately integrated the Rick & Morty Youtube channel into the website to garner even more traffic.
Wormageddon is Adult Swim's way of putting fans that want to participate inside a living episode while they patiently wait for season six to drop.