It’s not quite Snapchat, but Adult Swim has chosen Instagram video as the vehicle to release its latest episode of the animated comedy “Rick and Morty” to its online fans.

Amidst mixed reviews, the Adult Swim programming block on Cartoon Network uploaded more than 100 videos to its Instagram account starting yesterday. The 15-second video clips make up one full half-hour episode of the show, set to premiere on-air next Monday.

Some Instagrammers loved the idea: “this (ie: 109 video posts for an episode) is the kind of nonsense I like to see from you guys” while some were mixed: “This was incredibly annoying but very worth it, damn you!”

​One of the short clips is below:

Read more at Variety.

Brief Take: While this marketing stunt might not hit ratings highs for the show, it certainly made existing fans happy and provided content for viewers to share with the social sphere.

[Image courtesy of Adult Swim]

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