Adult Swim is claiming a social media first on Friday, by posting a new episode of Dan Harmon‘s animated series “Rick and Morty” on Instagram.
Fans will have to watch the half-hour episode in 100, 15-second clips. You don’t want to be the intern at Adult Swim who had to upload each individual clip to the social media site.
Those with the patience and stamina to get through all 100 clips, however, will surely prove Adult Swim knows its fans.
“Adult Swim feels ‘Rick and Morty’ fans are more than up to the challenge,” its announcement touted.
From “Community” creator Dan Harmon and Channel 101’s “House of Cosbys” creator Justin Roiland, the animated series follows kooky genius Rick Sanchez who has enlisted his grandson, Morty (both voiced by Roiland), on his wacky adventures through time and space. Morty generally has to bear the brunt of the ill affects of such adventures on his academics and his relationships with his family and friends.
A hit for Adult Swim, “Rick and Morty” regularly beats its direct competition in the ratings among key demographic groups from Comedy Central, MTV, Nick at Nite and FX. It has already been renewed for second season.
Watch the first clip of the Instagram episode below. And if you think you can handle the annoyance, visit Adult Swim’s Instagram account to take up the challenge of watching the 99 other clips.
“Rick and Morty” airs Mondays at 10:30/9:30c.