XD Agency is excited to announce our work with Adult Swim WON Best Multi-Market Event (Consumer) in the 2023 Ex Awards for the Rick + Morty Wormageddon Global Stunt. This one was a wild ride and we’re thrilled to celebrate this win with our awesome Adult Swim clients! 

As Rick and Morty entered into its sixth season, the Adult Swim show was facing declining cable viewership and increasingly competitive streaming wars. Rather than compete with media giants on advertising spend, Adult Swim opted to skip traditional advertising and risk 60% of their total budget for something far more unexpected – a IRL participatory, globe-spanning ‘living episode’ to generate excitement and drive viewership for the new season. 

Check out our full case study to learn how XDA and Adult Swim pulled off the 14 location feat that brought together fans across the globe with immediate and massive engagement.