• Billboard, Monday, March 12, 2012 10:30 AM

Mountain Dew is using Hip Hop star Lil Wayne for a new campaign set to kick off at South by Southwest in Austin, Tex.

Created by Mountain Dew and Blueprint Group in partnership with the Glu Agency, managed by hip-hop business veteran Derek Jackson, the DEWeezy campaign will include advertisements, public appearances and the creation of a skate park in Lil Wayne's hometown of New Orleans. Blueprint's release also hints at a possible touring component, noting that the deal was "anchored in Lil Wayne's touring presence and outside interests including skateboarding and the rebuilding of New Orleans."

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