“Fanta for the Funny” Campaign Gives Teens Digital Stage to Create Their Own Series
ATLANTA--(BUSINESS WIRE)-- Gone are the days of fifteen minutes of fame - how about six seconds of stardom? As part of its ongoing mission to create more play in the world, Fanta is debuting a new Vine-based U.S. digital and social campaign, giving teens their own stage to create an original interactive comedy series created by teens, for teens - “Fanta For The Funny.”
Beginning Friday, August 15, Fanta is partnering with a team of young multicultural digital influencers to co-create an all-Vine comedy show for teens, unveiling one new episode of the digital series every Friday for six weeks on CollegeHumor.com. Each episode will combine comedy with topics teens care about, like sports and music, while channeling Fanta’s mantra - “More Fanta, Less Serious.”
Check out the first episode, here: www.CollegeHumor.com/Fanta, and follow the funny at @FantaFun and with the hashtag #FantaForTheFunny.
The new campaign was developed based on extensive online listening research which uncovered insights about multicultural teens’ motivations and behaviors online, and the media and devices through which they engage in playful experiences. The series gives teens an easily-accessible forum for creative self-expression and the ability to connect across diverse U.S. geographies and cultures.
“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. “‘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.”
Fanta has enlisted three influential young Vine comedians – Alli Cattt, Jason Mendez and Mighty Duck – to be the program’s ambassadors. Working with a cast of seven Viners, they will help encourage submissions and will create and share content that is “For The Funny.” Fans can submit their own clips for the show by creating a Vine and sharing it with @FantaFun using the hashtag, #FantaForTheFunny.
The comedy will live on Fanta’s digital and social channels and will be anchored by an exclusive partnership with CollegeHumor, igniting the first branded content partnership of its kind for the comedy network. The programming will also be promoted with advertising across major digital and social networks. Fanta partnered with agency 360i to create this new campaign and Starcom MediaVest Group handled the media buy.
Meet the Executive Comedy Team
- Alli Cattt – At the age of 20, Alli Cattt is a Viner from Wilberforce, Ohio, who is just as funny as she is fierce, which is why she has attracted more than 1.4 million followers.
- Jason Mendez – Jason, 18, hails from Mission Hills, CA, and has over 1 million followers. The rising Vine star creates content to make people smile and laugh.
- Mighty Duck – With more than 830,500 followers, Mighty Duck, age 21, is known for his humor, charisma and for telling it like it is.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, one of the world's most valuable and recognizable brands, our Company's portfolio features 17 billion-dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero™, vitaminwater®, Powerade®, Minute Maid®, Simply™, Georgia® and Del Valle®. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
The Coca-Cola Company
Melina Baetti, 404-676-1533
mbaetti@coca-cola.com
Source: The Coca-Cola Company
Released August 15, 2014