Nickelodeon is testing an interesting means of leveraging social networking this week by delivering SpongeBob SquarePants’ next adventure solely on Twitter.
SpongeBob will star in “The Ice Race Cometh: A Twitter-Tale,” a storyline that will unfold Tuesday through Friday in bites of 140 characters or less.
The tweeted project includes images to accompany the messages and will serve as a prequel to a new SpongeBob TV episode that premieres on Friday, July 15.
Twitter’s service terms do not allow children to have their own accounts, but Nickelodeon believes there is a significant overlap between tweeters and those who watch the series.
“SpongeBob’s fan base is so broad that about a third of its audience is adults, so we wanted to extend the show’s magic to new places like Twitter so those fans can experience it,” said Roland Poindexter, senior VP of animation and current series, Nickelodeon. “SpongeBob is already a big deal in the social media space, with 25 million Facebook fans, and we hope his Twitter debut will drum up some extra excitement for all the people who love him and the show.”
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