SpongeBob SquarePants Breaks New Ground with Exclusive Made-for-Twitter Adventure

Nickelodeon's series will flood the Twitter-verse conceived and developed for Twitter by the SpongeBob SquarePants writing team and will run from Tuesday, July 12, to Friday, July 15. The story will be told via multiple tweets and images throughout each day to set scenes and advance the action involving SpongeBob and his friends as they prepare for The Bikini Bottom Great Sleigh Race.

As the Bikini Bottom gang debuts their original Twitter tale, which is a first for the social media site and SpongeBob. Fans will be able to watch the story unfold and track the characters via a Twitter List or a custom tab on the SpongeBob Facebook page. What about Google+?

The social media tale “The Ice Race Cometh: A Twitter-Tale” is a prequel to the brand-smacking-new prime time episode called “Frozen Face Off” airing Friday, July 15, at 8 p.m.

Nickelodeon’s series will flood the Twitter-verse conceived and developed for Twitter by the SpongeBob SquarePants writing team and will run from Tuesday, July 12, to Friday, July 15. The story will be told via multiple tweets and images throughout each day to set scenes and advance the action involving SpongeBob and his friends as they prepare for The Bikini Bottom Great Sleigh Race.

“SpongeBob is already a big deal in the social media space, with 25 million Facebook fans,” According to Roland Poindexter, Senior Vice President of animation and current series, Nickelodeon, “and we hope his Twitter debut will drum up some extra excitement for all the people who love him and the show.”

A Twitter-Tale begins with a tweet from Bikini Bottom Action News: an anonymous “wealthy entrepreneur” offers a cool million clams to the winner of The Bikini Bottom Great Sleigh Race. Several competitors chime in, including SpongeBob, Patrick, Sandy, Mr. Krabs, Plankton and even Gary, about their preparations for the race. The messages fly back and forth, with contestants ‘trash talking’ one another right up to the moment when the race is about to begin. I’d love to see the ‘trash talking’ tweets within 140 characters.

SpongeBob is no stranger to social media. In January, Nickelodeon premiered on Facebook an original animated program, “Trenchbillies,” in advance of its TV debut. Nickelodeon currently has more than 84 million fans on Facebook across all of its pages, and SpongeBob himself has amassed 25 million, more than The Beatles and President Obama.

Spoiler alert! When the “Frozen Face Off” premieres on July 17th, Bikini Bottom is buzzing with excitement as the town prepares for a sleigh race sponsored by an anonymous donor. But the gang’s dreams of winning the $1 million prize come to a screeching halt when they discover Plankton’s scheme to steal the Krabby Patty formula during the race. SpongeBob and his friends must work together to navigate through the icy tundra and past a menacing snow mollusk before Plankton gets his hands on Mr. Krabs’ secret formula.

It will be interesting to see how this exclusive Twitter-tale fares as a social media event. I am sure if it is successful, more networks and even movie studios will follow suit. Sure it is a marketing ploy, but it is also entertainment to those millions of SpongeBob SquarePants fans.

Since hashtags were not given during the announce of the Twitter-tale, I suspect users can simple go to SpongeBob’s twitter page @SpongeBob and follow the tweeting accordingly.