Lil Wayne and Mountain Dew have inked a deal that is being referred to as one of the biggest hip-hop/soft drink media coups ever.

The mega push, DEWeezy, will begin next week at South by Southwest, an annual film and music conference and festival, in Austin. Teaser wallscapes from the campaign have already begun to appear in cities like New York.

The media blitz was created by Mountain Dew and Wayne’s management firm, the Blueprint Group, in partnership with the Glu Agency, and it will be managed by hip-hop business veteran Derek Jackson.

The advertising campaign, which is said to be very extensive, will include public appearances, ads, a possible touring component, and the creation of a skate park in Wayne’s hometown of New Orleans.