Straight Outta Compton Case Study
Everyone is straight outta somewhere right? So Beats by Dre tapped into that passion and pride with a simple, yet hugely powerful campaign to promote the movie “Straight Outta Compton” that anyone put their own city on the Straight Outta logo, and share it with the world. Here’s the case study video!
Perhaps one of the most simple campaigns of the year, but most shared! Created by R/GA London.
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Posted by: Aden Hepburn
In the summer of 2015, Universal Pictures partnered with Beats by Dre to promote Straight Outta Compton, the biopic about the billionaire rap mogul and the headphone company's founding father, Dr. Dre. Since the film was going to drive tremendous publicity for the Beats' co-founder, the brand sought to create a campaign that would engage fans and consumers beyond the hip-hop community and reinforce its position as the leading music and lifestyle brand for everyone.
Insight, Strategy, and the Idea
One of the most anticipated films of the summer of 2015 was Straight Outta Compton. Even though the movie was largely about Compton, CA, the town where Dr. Dre grew up, Beats realized that everyone is proud of where they're from. No matter how big or small a person's hometown is, there's a pride for their hometown that people carry with them for the rest of their lives. The strategy behind the "Straight Outta Somewhere" campaign was to leverage the broad cultural momentum of the film with a simple idea: to create a customizable meme that allowed people to "rep their own city," since everyone is "straight outta somewhere."
#StraightOutta became a universal statement for everyone to rep their hometowns. People could create their own custom memes to represent their own hometowns by simply typing in their city's name and uploading an image. The meme generator was available via a microsite that was customized for both desktop and mobile users.
To spread awareness and drive engagement, Beats developed a strategy that leveraged mobile and social media. The approach included amplification of the best influencer content and consumer-generated content through the brand's social channels, including Facebook, Twitter, Instagram, and YouTube. Then, the world took over and made the campaign its own.
In less than 24 hours, #StraightOutta became the no. 1 trending topic on Instagram, Twitter, and Facebook. The app received 11.7 million visits, with 7.2 million unique visitors, 8.3 million downloads, and 702 thousand shares from the site. The site crashed three times from consumer traffic, part of over 1.5 billion estimated impressions overall. Even President Obama created his very own #StraightOutta meme. In the end, it not only became Beats' biggest campaign ever, but the biggest social media campaign of 2015.