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."
Read the whole story at Billboard »