Adult Swim’s Rickmobile travels America to promote Rick and Morty and shift merch

Adult Swim is directing some real dollar into marketing the returning third season of its much-anticipated animated show, Rick and Morty, culminating in a US tour of an absurd merch van modelled as lead character Rick.

Writer Dan Harmon’s Back to the Future parody has already teased fans with a surprise April Fool’s Day launch of the season’s first episode, and has been supplemented with a virtual reality experience allowing players to enter the surreal world(s) from the show.

A Rick-shaped merchandise vehicle will tour 40 locations in the US, all promoted by a verified Twitter account designed to build buzz around the travels.

Mashable has noticed that rogue sightings of the vehicle have been posted to Twitter. A web hub underlines the location and schedule of the motor.

It has previously been supported by an Instagram game promoting scenes from the show.