Adult Swim is turning the unpredictable, sometimes uncomfortable sci-fi world of Rick and Morty into an interactive game that's hosted entirely on Instagram.
Fans can explore up to 11 different planets featured in Rick and Morty -- an animated show following the misadventures of an demented scientist and his naive grandson -- through a web of 80 linked Instagram accounts. These nesting accounts allows fans to dive in and out of photo-powered versions of worlds seen on the show.
The "Rickstaverse" acts like a hidden object game, with secret collectable goodies and Easter eggs hidden throughout each planet. Each new Instagram account shows nine to 15 images, some of which hide other accounts in their tags. The video below explains how it works pretty well.
The collectable objects include interactive "choose your own adventure" videos and comic strips, giving more insight to the show. Finding some of the secret collectables (one of which is revealed in the video) will lead fans to Instagram accounts that promise exclusive clips throughout the upcoming second season.
The Rickstaverse was created by digital agency Carrot, who wrote everything based on the show universe -- including captions for all 1200 images in Rick's voice. All the material was signed off by show creators Justin Roiland and Dan Harmon, and there are many references to their off-show interests. (The game has at least two Nintendo nods, and Roiland has often professed his love for its games.)
Rick and Morty's second season airs on July 26 at 11:30 p.m. ET.