Adult Swim Premieres Half-Hour 'Rick and Morty' Episode as 100 Instagram Clips

Latest Stunt Slicing TV Into Social-Media Micro-Content

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Adult Swim is trying a new tactic to promote an existing series, premiering a new episode of "Rick and Morty" via Instagram video.

The half-hour animated series, about a sociopath scientist who drags his unintelligent grandson on dangerous adventures, will be cut up into more than 100 clips to meet Instagram's limits of posting 15seconds or less.

"Ricky and Morty" airs Mondays at 10:30 p.m. as part of Cartoon Network's Adult Swim programming.

TV networks have been trying to use social media platforms to promote their shows in interesting ways. TNT released the script of the pilot of "Mob City" in a series of Tweets before the show premiered in December.

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