SpongeBob SquarePants’ next adventure will be shared solely on Twitter, in the latest example of companies finding ways to use the platform to meet business goals. Nickelodeon announced that its absorbent yellow hero will star in The Ice Race Cometh: A Twitter-Tale, as it unfolds from Tuesday through Friday in a project created specifically to be told in bites of 140 characters or less.

The writers of the hit cartoon series have created tweeted conversations and arguments among most of the show’s main characters as the undersea denizens prepare for an event called The Bikini Bottom Great Sleigh Race. The project includes images along with messages that serve as a prequel and buildup to Frozen Face Off, a new prime-time SpongeBob SquarePants television episode that premieres on Friday, July 15, at 8:00 p.m. (ET/PT) on Nickelodeon.

Twitter’s terms of service don’t allow children to have their own account, but even so there is a considerable overlap between those who tweet and those who watch the cartoon 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 vice president 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.”

In January, Nickelodeon premiered the original animated program Trenchbillies on Facebook in advance of its television broadcast.

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