By Sahil Patel
Coca-Cola drink brand Fanta is embarking on a new Vine-centric branded comedy series called “Fanta for the Funny” in partnership with CollegeHumor.
Starting today, Fanta and a few Vine stars it has partnered with will release weekly comedy videos consisting of various six-second Vines stitched together. While focused on comedy, these clips will also focus on topics that teens care about, including sports and music, while also “channeling” Fanta’s “More Fanta, Less Serious” mantra, the brand said.
To create the videos, Fanta has enlisted the services of three Vine stars, Alli Cattt, Jason Mendez, and Mighty Duck, who will serve as the campaign’s “executive comedy team.” The trio, which collectively reach more than 3 million followers on Vine, will oversee a crew of seven Viners to create and share content. The team will also encourage users to post Vines based on the theme of the campaign, which could make it into the official weekly “episodes.”
“Today one-in-three teens doesn’t just want to be famous, but they believe they will actually be famous, and they are interacting with Vines at twice the rate of other audiences in search of humor, entertainment, creativity, and conversation,” said Racquel Mason, AVP Fanta and Flavors, in a statement. “‘Fanta For The Funny’ unites teens around their shared desire for fame and their shared passion for humor, while allowing them to be themselves and to connect their way.”
Running for six weeks, “Fanta for the Funny” will be available on CollegeHumor.com, and promoted across Fanta’s social channels. The content will also be supported with advertising across major digital networks, according to Fanta.
Fanta partnered with agency 360i to build the campaign, with Starcom MediaVest Group handling the buy. The cost of the campaign is in the seven figures, according to AdAge.