​TNT is building buzz for the Wednesday premiere of its new drama “Mob City” by tweeting out the first episode’s script 140 characters at a time.

The adaptation—which the network says is a first for Twitter—is going out over the official @MobCityTNT handle for the show, and will be published in chronological order on a special TNT microsite.

So what’s the hook to get people to tune in?

The tweets will take the premiere’s storyline to a key plot twist right before the end of the first episode. Anyone who wants to know what happens next will have to watch the broadcast premiere.

“This is a completely new and innovative way to bring show content to fans in a way that transforms a tweet into social storytelling. Through our Mob City ‘adaptweetion,’ Frank Darabont’s gripping dialogue from the script will become an artful social experience guaranteed to delight fans,” said Tricia Melton, senior vice president of entertainment marketing and branding for TNT, TBS and Turner Classic Movies (TCM).

TNT is also putting out special pre-broadcast social media extras on the microsite, including Vines of pilot footage.

The network is also going offline to promote the cops and mobsters drama set in 1940s Los Angeles.

A pop-up haberdashery will set up shop in New York’s Chelsea Market from Dec. 2-4 selling vintage hats and apparel. The shop—named Mickey’s Haberdashey in a nod to famous mobster Mickey Cohen—is being curated by stylist Ignacio Quiles of QP & Monty and Sartorial Pairings.

Produced by TNT Originals and written and directed by Frank Darabont (“The Walking Dead”), “Mob City” premieres Wednesday Dec. 4 at 9pm ET/PT. TNT is airing three two-hour episodes of the show, which is based on the best-selling book L.A. Noir by John Buntin.

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