United States Postal Service

With digitally distracted kids across America losing interest in letter writing, the US Post office reached out to NCA for help.

Tapping into SpongeBob’s iconic positivity, we created the SpongeBob MailPants campaign. We kicked it off by transforming 30 mailboxes in 13 cities into SpongeBob street installations. Each mailbox featured the hashtag #SBMailPants and the URL nick.com/USPS to drive users to our custom digital destination.

The national campaign didn’t just get kids excited about mail; it taught them the basics of letter writing. And while traditional mail and the digital experience may seem at odds, we turned our digital site into our primary teaching tool.

At Nick.com/USPS kids got their very own SpongeBob letter writing tutorial along with video content and customizable, printable stationery. Additionally, Post Offices throughout the country were stocked with SpongeBob Square Pants collectable postcards.

In June of 2016 our SpongeBob MailPants Mailbox was inducted into the Smithsonian.


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