Lil Wayne and Mountain Dew's new campaign, DEWeezy, premiered the first episode of a series of skating webisodes tastemakers in NYC last week, during a private unveiling at the recently re-opened venue, Greenhouse.
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."
"We are excited to partner Lil Wayne's brand with a brand like Mountain Dew, a household name," Cortez Bryant, co-CEO of Blueprint Group said in a statement. "[B]y showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne's brand has had and will continue to have on global pop culture."
The team included skaters P-Rod, Keelan Dadd, Boo Johnson, and Theotis Beasley, among others, as well as Dwayne Carter, aka Lil Wayne.
Derek Jackson, chief of Glu Agency, hosted the NYC launch event, adding commentary, along with announcing a new Weezy-sponsor project. To raise awareness for his DEWeezy campaign, the hip-hop superstar will bring a DEWeezy Skate Park to his hometown of New Orleans, set to open in the 9th Ward, where the levees broke years ago during Hurricane Katrina disaster.
To follow the DEWeezy webisodes series, subscribe to the official Mountain Dew Youtube channel at: Youtube.com/MountainDew. And, for more info about the DEWeezy campaign, visit DeWeezy.com.
