Rick and Morty: The Rickmobile

To promote Rick and Morty Season 3, Adult Swim brought fans a one-of-a-kind experience on wheels: The Rickmobile — a custom-built truck and pop-up shop shaped like Rick Sanchez, designed to turn fandom into a full-blown cultural event. The marketing team worked closely with our amazing internal creative team and multiple agencies in generating the custom vehicle, consumer products, and creative to support the vehicle’s national tour.

Part retail activation, part social spectacle, the Rickmobile hit the road with three goals: rally fans across the country, drive online engagement, and have the marketing pay for itself by selling exclusive Rick and Morty merchandise. Promoted entirely through social media and word of mouth, the campaign invited fans to “get schwifty” with fellow devotees in over 40 cities.

Fans lined up hours before the arrival of The Rickmobile to buy exclusive gear and share the moment on social. We partnered with The XD agency helped to optimize each stop for efficiency and engagement, expanding operations with additional merch tents and fan-line experiences as demand increased.

Results
- 80,000+ fans served nationwide
- 128,000+ items sold, generating $2.3M+ in sales
- 100M+ social impressions and massive organic engagement