The initiative had two phases: recruitment and voting + uploading. Recruitment phase consisted of a viral marketing campaign aimed to collect 150 funny videos in five categories: Less Serious Jump, Sport, Artist, Animal, and Water Performance. The videos were all uploaded on FANTA’s YouTube brand channel. The second phase allowed YouTube’s users to watch the videos and express their preference through a laugh video (uploaded by them or picked from a 'laugh gallery'). Teens could then watch the uploaded laughs, and share the content (laughs and/or videos) on main social networks. The initiative had no prizes - users were driven by the desire of having fun. The brand channel was then amplified through the recall on FANTA cans and the outdoor presence in one of the top youth areas of Milan. The outdoor reproduced the brand channel layout with video streaming 24/7, bringing the internet in effect to the streets.

1.8 million users viewed the FANTA channel on YouTube. It was the 7th largest channel ever in terms of numbers of subscribers, and the largest ever in terms of branded channels. Over 112,000 users voted for at least one video. 15 million cans were distributed with the YouTube logo.