RICK & MORTY SEASON 8 LAUNCH

“Nobody exists on purpose. Nobody belongs anywhere. We're all going to die. Come watch TV.”

CREATING SOCIAL HYPE FOR RICK AND MORTY

We partnered with leading TV brand Adult Swim Europe to support on, and deliver a high engagement social campaign for the much anticipated Season 8 launch of hit animation series Rick and Morty. Combining social first thinking, reactive creativity and agile content generation to deliver a high-achieving campaign and spark excitement in the run-up to, and throughout the launch.

The Mission

“And yes by the way I DO have a Rick and Morty tattoo and no you cannot see it...”

With Rick and Morty already commanding a strong cult following, Adult Swim wanted even more with this campaign support. More reach, more impact, more engagement. Re-igniting the fire for all things Rick and Morty and utilising social media to transport the audience to the wild worlds and alternate dimensions.

• Deliver to and satisfy the existing social fanbase

• Entice wider audience and fans of other Adult Swim shows

• Drive awareness and excitement in the build up to launch

• Harness and drive engagement around each episode release

• Help spark & keep the conversation flowing

STRATEGIC APPROACH

With so much to discover in the Rick and Morty S8 universe, our guiding principle was to drive awareness with an always on approach. Combining regular exclusive clips from S8 alongside bespoke content, with multiple language and localised deliverables. 

• Always on episodic topicals, clips & shorts

• Packaged teasers and trailers

• Animated Key art

• Banners & thumbnails

• Pop culture moment ideas & hijacks

• Show creator clips

THE PROCESS

Even though the volume of deliverables was high, and the pace fast and furious, we weren't just about churning out clips as quickly as possible. From start to finish, we went above and beyond to ensure the production process was smooth, the creative on point, the brand intact.

Guidebook - With multiple assets and quick turnarounds, it was important to get our Ricks in a row. We produced a live guidebook bible for all our regular packaging and templates to ensure brand adhesion and consistency across all assets.

Creative thinking - In addition to the assets we were already assigned, we brainstormed and presented multiple ideas of original content to work in conjunction with IP based creative.

Time pressure and content sensitivities -  With embargoed content released close to deadline dates we proactively prepped for last minute production and quick turnarounds. 

Language and localisation - With an international team we were able to localise clips and content quickly and efficiently.

Cross discipline creative - We utilised our agile motion gfx, edit & sound capabilities to add an extra level of production prowess to the assets.

THE RESULTS

“Just saw the S8 FINALE and HOLY SH*T”

We successfully delivered over 500 assets across the campaign which helped a surge in activity across all channels.

• Contributed to over 3 million total campaign views on Youtube*

• Achieved an average Post impression of XX on Instagram 

• Commanded XX likes and XX comments 

• Viewership increased by x% compared to previous seasons

WHAT NEXT?

This campaign was successfully delivered as part of our ongoing retainer with Adult Swim, providing creative support for all of their EMEA social channels. We regularly provide over 300 assets a month for various IP & events, including original creative, reels, clip cuts, memes and interactive activations. Having worked across previous Rick and Morty campaigns (and hopefully many more), we showed again that we can scale up our production, satisfying the relentless appetite and need for always on, quality social media content.

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