By: Jacob Paul
On August 5th, just 9 days before the national release of the award-winning blockbuster film “Straight Outta Compton,” Dr. Dre’s headphone company, Beats Audio, launched the Straight Outta Somewhere Meme Generator.
Hosted at www.straightouttasomewhere.com, the meme generator allows users to create a meme with the iconic “Straight Outta Compton” logo by simply uploading a photo and typing in a word of their choice. Thought up and developed by three junior Beats employees, the “Straight Outta Somewhere” campaign became a huge sensation on social media sites in the days and weeks following its launch.
In the weeks leading up to the August 14th release of the film, Beats Audio, in partnership with Apple, Universal Pictures, and Interscope, started promoting the film with some strategically placed ads. To start drumming up buzz a few days before the launch of the “Straight Outta Somewhere” website, they had the Straight Outta Compton label placed on the mat during a UFC title match. The Same day, Dr. Dre announced he’d be releasing Compton: A Soundtrack By Dr. Dre a week before the film.
Less than a day after the launch of the meme generator site, they played an ad for the Straight Outta Compton film during the first Republican debate. For Interscope Records, the sky was literally the limit when it came to promoting the film and Dre’s new album. On August 7th, 8th, and 10th, Interscope had advertisements for written in the sky with planes for all to see.
The “Straight Outta Somewhere” meme generator social media campaign was a huge success. Less than two weeks after its launch, www.straightouttasomewhere.com had over 7 million visitors and nearly 6 million downloads of the meme. It was also the number one trend two days in a on Twitter, Instagram, and Facebook with as many as 15,000 tweets and retweets per minute featuring the #straightoutta hashtag. Nearly 150,000 Instagram pics featuring the meme were posted within a few days.
The meme generator was used by millions of people for a large variety of purpose. For example, use of the meme became exceedingly popular in the sports world and was also used by many for comedic purposes. Many sports stars and celebrities posted their own memes made with the generator as well. Overall, the response to the campaign was huge and mostly positive.
Although the campaign was largely successful and drummed up a lot of buzz and publicity for both the Straight Outta Compton film and soundtrack album, I would make at least one change to the overall campaign. Specifically, I would not have chosen to show the trailer directly after the first Republican debate’s section addressing racially-motivated police brutality. Although the film and commercial had everything to do with the topic, placing it right after the section addressing racially-motivated police brutality was an awkward move when you consider how the commercial ran for twice the amount of time as that section of the debate. Despite that, the commercial did drum up a lot of publicity, with most negative publicity directed at Fox news and Republicans rather than the commercial and film itself.
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