Coca-Cola has launched Sprite Yard, a social network for cellphone users, reports The New York Times.

The site will allow users to set up profiles and build connections, much like any other computer-based social network. Original content will be available to those who enter codes found on the inside of Sprite bottle caps.

For now there are no plans to take the site onto the larger Web. Instead Coke is hoping it becomes the first - and most popular - exclusively mobile-based social network out there. The execution is also mobile-based, since the company feels that's the best way to reach the teens and young adults who are always connected to their phones.

Still, the company faces hurdles in creating compelling content that begs for frequent return visits, something that also eludes other non-media companies. Another potential snag lies in texting fees, which could mount quickly and lead some users to abandon the platform after getting into trouble with bill-footing parents.