Coca-Cola’s soda brand Fanta is sponsoring as well as co-creating a weekly digital comedy series called “Fanta For The Funny.” To add on, the series will consist entirely of six-second Vine videos.

“Fanta For The Funny” is a seven-figure campaign whose target demographic is teens and young adults. Fanta worked with agency 360i to create the campaign, alongside Starcom MediaVest Group {link no longer active} who handled the media buy.

The first episode of “Fanta For The Funny” premiered on August 15th on and across Fanta’s social and digital channels. The show contains dozens of Vine clips depicting gags and pratfalls all organized into vignettes around specific topics from some of the platform’s most popular users. Although Fanta doesn’t actually appear in the Vine videos, its branding is scattered several times between segments. The series is scheduled to run over the course of the next six weeks.

The campaign is employing three distinguished Vine users including AlliCattt, Jason Mendez and Mighty Duck to create and share content and encourage others to do the same.

“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,” said the AVP of Fanta and Flavors Racquel Mason, via Adage.

This isn’t the first time Coca-Cola is incorporating Vine into one of its campaigns. Campaigns like the Ahh Effect, Coca-Cola Freestyle and, most recently, the Share a Coke program, have all drawn more than 35 million individual views or “loops.”

According to Kantar Media, Fanta only spent $524,000 last year on measured media in the U.S. These figures exclude spending on Vine.