How “Straight Outta Somewhere” Drove “Straight Outta Compton” to #1

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Fresh off of seeing Straight Outta Compton, I couldn’t help but recognize the number of times their message reached me organically across all of my favorite social channels.  Beyond making sure that I heard about the film, Straight Outta Compton became a part of my daily interactions with my favourite tastemakers, trendsetters, and even my friends.

1. Give Consumers a Chance to be a Part of the Campaign

Straight Outta Compton provided fans the opportunity to create their own version of the movie poster through StraightOuttaSomewhere.com. This gave fans the tool they needed fans to market the movie.

Connected consumers want to participate and create content that reflects them and their values.  This campaign allowed anyone to feel like they were a part of a much larger trend while reflecting their own personal story.

Like the Ice Bucket Challenge, consumers organically wanted to participate in creating their own version of the movie poster. Fans felt personally connected to the content they created and through that, the movie…

When fans can connect with the content, they’ll willfully amplify your message to all of their friends.

2. Find Authentic Brand Partners to Amplify Your Content

In order to hit critical mass, they strategically partnered with celebrities such as Lebron James, Serena Williams, and Richard Sherman to ensure that the meme hit its target audience. Influencer marketing allowed the Straight Outta Compton marketing campaign to harness the power of social proof.

Partnering with celebrities such as LeBron (12.6m followers), Fabolous (2.5m) and Richard Sherman (1.3m) enabled Straight Outta Compton to reach a wide and diverse audience. Each partnership featured a link in the influencers Instagram bio that lead fans to create their own poster.

Purchasing social proof enticed fans and consumers to participate in a macro trend that spread authentically from the influencer, to their fans, to their friend. 

3. Build a Simple Product That Lets You Measure Success

Since the launch on August 5th, the site has had 7 million visitors and nearly 6 million downloads of the meme (as of Aug. 13). Ultimately the campaign created a ripple effect that could be heard loud and clear on Twitter, Facebook, Instagram and more.  According to Twitter, there have been more than 400,000 Tweets mentioning #StraightOutta since August 6th.

4. Enjoy Being Number 1 for 3 Straight Weeks

Universal, Apple, and Interscope teamed up to ensure that “Straight Outta Compton” could be a #1 hit for three weeks straight by expertly leveraging social channels and modern consumer behavior to engage fans.

Smart brands will take a page out of their playbook – partner with the right people, create content that connects and engages consumers, and ultimately, drive business value.

 

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