Straight Outta by MullenLowe Los Angeles, R/GA Los Angeles for Beats by Dre

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Straight Outta

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Industry Culture, Leisure & Sport, Portable Audio & Accessories, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United States
Agency MullenLowe Los Angeles
Art Director Jonathan Mannion
Senior Art Director Ami Lewis
Agency R/GA Los Angeles
Production Hustle Co.
Released March 2016

Awards

Cannes Lions 2016
Direct Digital & Social: Co-Creation & User Generated Content Gold Lion
Promo And Activation Digital & Social: Co-Creation & User Generated Content Gold Lion
Mobile Social : Social Trends Gold Lion
Media Branded Content & Entertainment : Use of Co-Creation & User Generated Content Silver Lion
Cyber Social: Co-Creation & User Generated Content Silver Lion
Media Digital & Social: Use of Social Platforms Bronze Lion

Credits & Description

Agency: R/Ga Hustle
Brand: Beats By Dre.
Country: USA
Advertising Agency: R/Ga Hustle, Los Angeles
Entrant Company: R/Ga Hustle, Los Angeles
Media Agency: R/Ga Hustle, Los Angeles
Pr Agency: R/Ga Hustle, Los Angeles
Production Company: R/Ga Hustle, Los Angeles
Group Design Director: Doug Alves (Hustle)
Planning And Social: Poppy Thorpe, Kelsey Harmon (Hustle)
Senior Visual Designer: Stanley Chen (Hustle)
Marketing: Amy Jost, Lydia Kim (Beats By Dre)
Music Marketing: Ed Alexander, Kristen Frasier (Beats By Dre)
Senior Copywriter: Lesley Bea (Hustle)
Account And Production: Shane Chastang, Mark Demyanovich (Hustle)
Snap Chat Filter: Universal Studios (Universal Studios)
Group Creative Directors: Will Esparza, Zach Hilder (Hustle)
Senior Art Director: Ami Lewis (Hustle)
Art Direction/Photography: Jonathan Mannion (-)
Junior Visual Designers: Natalie Lui, Andy An (Hustle)
Iad Meme Experience/paid Social: Devon Rosenberry, Natalee Cecil Geldert, (Pmg)
Senior Visual Designer: Alejandro Larramendi (Hustle)
Director Of Marketing: Daryl Butler (Beats By Dre)
Director Of Digital Marketing: John Solomon (Beats By Dre)
Alt Media: Matt Fox, Amy Jost, Lydia Kim (Omd)
Meme Generator Design And Development: Daniel Ilic, Scott Hiers, Tracy Moore (North Kingdom)
Vp, Marketing: Jason White (Beats By Dre)
Iad Meme Experience/paid Social: Nick Drabicky, Earl Hwang, Price Glomski (Pmg)
Campaign Stunts: - (Interscope Records)
Chief Marketing Officer: Omar Johnson (Beats By Dre)
Marketing And Advertising: Stephanie Young, Jeramie Hopson (Beats By Dre)
Strategy:
From working with the artists, musicians and celebrities of the Beats family, we realized that hometown pride was something bigger than just Compton. This was how Dre showed his pride, but everyone has their own version, like Lebron in Ohio or 2Chainz in College Park, Atlanta. No matter how big or small your hometown, that’s something that you carry with you for the rest of your life. We aimed the campaign at those who shared a hometown with Dre, like Serena Williams and Richard Sherman, then the rest of the world. The world’s biggest celebrities joined in without receiving any endorsement money from Beats. We wanted to give people an easy tool to create and share this pride in digital and social, the places they demonstrate pride the most. Laying claim to your roots is one of the most empowering and prideful actions you can take in life.
Execution:
We started with over 100 influencers across music, sport and pop culture to tell us where they’re #StraightOutta and how that shapes their story. We didn’t have to post to our own channels, the talent posted for us, creating an authentic grass roots movement. The most crucial part of the campaign was creating an app for people to make their own custom memes to rep their own hometowns by simply typing in their city name and uploading an image. We planned to go global after the US launch, due to the movie not being released until later dates. However, the campaign started to reach global consumers at an alarming pace. Across the world, people began to create their own #StraightOutta memes with hardly any barriers to entry. To start, we had minimal branding and gave users the freedom to be creative.
Outcome:
In less than 24 hours, #StraightOutta became the number one trending topic on Instagram, Twitter and Facebook, something no other brand in history has ever achieved. The world took over and made the campaign its own. Celebrities made it popular, then other brands even joined in, followed up an uncontrollable amount of meme parodies, tipping the scale into mainstream culture. 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 different 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 Beat’s biggest campaign ever, but the biggest social campaign of 2015.
Campaign Description:
We started with the insight that the place you are from is so much bigger than a city, it becomes a state of mind and something that shapes who you become in the future. Straight Outta Compton was so much bigger than one city. It was a universal statement of hometown pride: we’re all straight outta somewhere. Based on this insight, we would develop a simple way for people to celebrate that pride and share it with others, like a badge of honor. This integrated campaign would celebrate every city in the world. Home isn’t just the city where you were born, it’s the place that will define and inspire who you become.
Synopsis:
Without Compton there would be no Dre, and without Dre there would be no Beats. Universal Pictures partnered with Beats by Dre to promote Straight Outta Compton – the biopic movie of the headphone company’s founding father and billionaire rap mogul – Dr. Dre – growing up in one of the most notorious neighborhoods in the world. Our goal was to start a global movement by amplifying Beats voice in music and culture through significant moments around the film and in music. We wanted to inspire our Beats family, influencers and fans to celebrate where they are from.