Season Two of Rick and Morty just launched a couple of days ago, and this crazy-awesome promo game on Instagram nails the attitude and humor behind the show. Follow the main account, then click around on the various shots to discover warps to other accounts and other goodies. The comments are hysterical, and actually answered one of my burning questions about Season One (Was the stereotyping on the all-female planet a bit? Yes, yes it was. Good to know.)

It’s fun in and of itself, but it’s also just a really impressive example of social marketing done right. It’s true to the show, it treats fans like intelligent human beings, and it’s even inviting to n00bs. Well done, people!