Of all the deals launched and announced at SXSW 2012, Mountain Dew’s community focused tie up with Lil Wayne stands head and shoulders above the rest. The partnership will focus around a philanthropic endeavour to regenerate and improve the infrastructure of Lil Wayne’s home-town whilst providing opportunities for the area’s youth. Lil Wayne was identified by Mountain Dew as the ideal partner candidate given his entrepreneurial spirit which they believe will act as an inspiration to the town’s disaffected youth. You can read more here.
The Brandamp Blog 