We turned Rick and Morty fans into rabid evangelists with the first ever video game built entirely on Instagram.

The Rickstaverse is an enormous "tag-and-tap" adventure game built on Instagram. Part Where’s Waldo and part Super Mario 64. Spread across more than 140 accounts and 2,0000+ custom illustrations, players can warp through the universe of Rick and Morty using photo tags as portals to different planets and dimensions, which hide various comics, minigames, and exclusive clips of yet-to-be-aired episodes.

The success drove Adult Swim to productize the platform through regularly released Expansion Packs. With each Expansion, we'll update the Rickstaverse either during key moments of the series, like Season 2's finale or Season 3's premiere, or whenever we feel like designing a themed adventure based on popular characters or events from previous episodes.

Even the show creators couldn't hide their excitement for the work we did and when we won a string of awards for our work, including a Cannes Lion, Dan personally invited the team onto his weekly video podcast, Harmontown.

If you haven't yet, treat yourself to that Rickstaverse thing on Instagram. The people that assembled it should be deeply feared.

— Dan Harmon, July 26, 2015