Fanta has turned to Vine to create a weekly digital comedy series, "Fanta For The Funny," with the aim to target teenagers and young adults.
The seven-figure campaign, which launched on Friday (15 August) across Fanta's social and digital channels as well as CollegeHumor.com, will run for six weeks.
Gags and pratfalls are the agenda for the video series, which is comprised of Vine videos, with big-name users AlliCattt, Jason Mendez and Mighty Duck being on board to create and share content, as well as encouraging others to do the same.
— Michael Stoltenow (@MStoltenow) August 15, 2014
Users of Vine are being encouraged to create videos using hashtag #FantaForTheFunny to be included in future episodes. Racquel Mason, AVP Fanta and Flavours, said in a statement: "Fanta For The Funny unites teens around their shared desire for fame and their shared passion for humour, while allowing them to be themselves and to connect their way."
The campaign was created by 360i, with Starcom MediaVest handling the media buy.
Like a comedy cyborg, he’s unstoppable. Watch @jasonmendezhoe in #FantaFortheFunny! pic.twitter.com/b3CGA27SWK — FantaFun (@FantaFun) August 14, 2014
— FantaFun (@FantaFun) August 15, 2014