Beats by Dre Digital, Case study Straight Outta Compton [video] by R/GA Los Angeles

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Straight Outta Compton [video]

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Industry Culture, Leisure & Sport, Portable Audio & Accessories, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United States, North America
Agency R/GA Los Angeles
Executive Creative Director Omar Johnson
Creative Director Zach Hilder, Jason White, Will Esparza, Daniel Ilic - Nk
Art Director Ami Lewis
Designer Doug Alves, Scott Hiers, Stanley Chen, Alejandro Larramendi, Natalie Lui, Andy An
Producer Tracy Moore
Photographer Jonathan Mannion
Released August 2015


Cannes Lions Entertainment 2016
Entertainment For Music Fans, Social & Digital: Use of User Generated Content Silver Lion

Credits & Description

Client: Beats By Dr. Dre
Brand: Straight Outta Compton (Movie)
Title: Straight Outta
Target: USA · North America
Category: Computers / Electronics / Business Equipment
Agency: R/Gas Hustle / Los Angeles + Beats By Dr. Dre / Los Angeles
Art Director: Ami Lewis
Writer: Lesley Bea
Creative Director: Will Esparza, Zach Hilder, Jason White, Daniel Ilic
Designer: Doug Alves, Stanley Chen, Alejandro Larramendi, Natalie Lui, Andy An, Scott Hiers
Producer: Tracy Moore
Agency Producer: Shane Chastang, Mark Demyanovich
Content Strategist: Poppy Thorpe, Kelsey Harmon, Matt Fox, Amy Jost, Lydia Kim, Nick Drabicky, Price Glomski , Natalee Cecil Geldert
Creative Team: Daryl Butler, John Solomon, Ed Alexander, Kristen Frasier, Jeramie Hopson, Peter Yoon, Jonathan Taylor, Universal ., Interscope .
Executive Creative Director: Omar Johnson
Photographer: Jonathan Mannion
Social Media Manager: Stephanie Young, Earl Hwang, Devon Rosenberry
In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre. To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity and art, we launched With its simple UX, visitors could create custom memes to rep their own origins. Artists and athletes from Compton inaugurated the campaign. Other celebrities joined in without any endorsement money.
Results: Within 24 hours, #1 trending topic on Twitter, Instagram, and Facebook, 10.8M visits, 6.8M unique visitors, 7.9M downloads, 686K shares from site, 263K Instagram posts, 314K Twitter posts.
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.
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.
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.
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.