The partnership was launched to inspire creativity and a sense of community among fans, and develop the next Mountain Dew commercial. To raise awareness for the campaign, Mountain Dew and STOKED have launched www.deweezy.com, a site where fans can learn more about the project and help to bring the next DEW/Lil Wayne commercial to life. The brand also announced they will be cutting the ribbon on the DEWeezy Skate Park on August 29th in New Orleans.
“We’ve been looking forward to announcing this phase of the DEWeezy Project and getting our consumers involved,” says Brett O’Brien, Vice President of Marketing, Mountain Dew. “The campaign is about igniting creativity and celebrating people who follow their passion – like Lil Wayne has with skateboarding. DEWeezy is the perfect platform to engage fans and invite them to show us what ‘This is I DEW’ means to them.”
“We are thrilled to move forward with the next phase of the DEWeezy campaign. Lil Wayne is passionate about skateboarding and the New Orleans community and this campaign fits those passions together seamlessly,” added Cortez Bryant, co-CEO of Blueprint Group, which manages the Grammy Award winning artist.
Mountain Dew and STOKED are currently accepting submissions on www.deweezy.com, inviting fans to collaborate on concepts and content for Lil Wayne’s next Mountain Dew commercial. Entries will consist of uploaded messages and photos, where participants can voice their vision and creative input inspired by Lil Wayne’s “DEW you” message. Fans will then be able to cast votes on ideas that prove to be a creative springboard for the project, followed by an opportunity to be in the commercial and finally vote on their favorite version of the TV spot.
In addition to working with the action sports-geared program STOKED, Mountain Dew and Lil Wayne have broken ground on a brand new DEWeezy skate park in New Orleans’ Lower 9th Ward Village, a neighborhood center for one of the districts hit hardest by Hurricane Katrina. The skate park will serve as a recreational destination for the community, giving residents as well as visitors an opportunity to “DEW you” and ride the state-of-the-art park which will also have eco-friendly features.
Constructed by renowned skate park developers California Skateparks and Make it Right Foundation architect Tim Duggan under the direction of GLU Agency, the park will be designed to echo the landscape of the Lower 9th and celebrate its revitalization. The main expanse of the floor of the indoor park will represent a portion of the street grid around The Village, with a line down the center representing Caffin Avenue connecting bank and quarter pipe end pieces at either end of the park representing the Mississippi River and the Bayou Bienvenue.
STOKED was founded on the belief that the courage and perseverance needed to learn action sports would be an ideal way to teach those life skills to youth from disadvantaged urban communities. STOKED’s mission is to promote personal development, academic achievement, and healthy living to under-served youth through action sports culture. Founded in 2005 by Steve Larosiliere and Sal Masekela, the organization operates in both New York and Los Angeles and has served over 2100 youth.
For more information on the DEWeezy Project, visit www.DEWeezy.com or join the conversation at #DEWeezy.
Source: PR Newswire