Move over, Fanta girls; there are Vine stars coming your way. Fanta has tapped a trio of popular Vine personalities for a new brand campaign called #FantaForTheFunny that will target users of Twitter’s six-second video capture platform.

#FantaForTheFunny will consist of a series of Vine clips grouped around specific themes. In order to stock these collections, Fanta has enlisted the help of AlliCattt, Jason Mendez, and Mighty Duck, a trio of Vine stars who will serve as the campaign’s “Executive Comedy Team”. An introductory video on Fanta’s Vine page kicks things off:

#FantaForTheFunny will gain more visibility thanks to a distribution deal with CollegeHumor, which a press release calls “the first branded content partnership of its kind for the comedy network.” All of these partnerships add up to a hefty price tag for Fanta. According to AdAge, #FantaForTheFunny is a “seven-figure campaign.”

Fanta’s campaign is aiming for the young audience of soda drinkers who follow the top personalities on Vine. It’s a risky buy, but not an unreasonable one; by enlisting AlliCattt, Mendez, and Mighty Duck, Fanta has the chance to encourage other Vine users to join in its campaign, creating a viral snowball effect.

Fanta is far from the first brand to make use of Vine. Its parent company Coca-Cola, for example, has utilized the platform as well. Still, Fanta’s strategy is a bold attempt to leverage the site’s most popular users. We’ll see what the campaign’s Executive Comedy Team has to offer as new #FantaForTheFunny videos roll out across the next six weeks.brand

Don't miss out on the next big story.

Get Tubefilter's Top Stories, Breaking News, and Event updates delivered straight to your inbox.

This information will never be shared with a third party