Going to the movies used to be a treat on the weekend. Young and old would flock to the movies to see the latest releases. In recent years we have witnessed the rise of subscription platforms like Netflix. Instead of paying a substantial amount of money for tickets and concessions, people are choosing the more cost effective alternative- staying home.
The film “Straight Outta Compton” debuted in theaters on August 14. The film chronicles the journey of hip-hop/rap group N.W.A. It depicts the impact the group had on music and history during the late 80’s and early 90’s. Since it’s release it has grossed close to $200 million worldwide. Nearly a week before the release of the film the mobile application Straight Outta Somewhere was made available to the public.
The app allowed users to customize the “Straight Outta Compton” title template with where they are from and background images. Various social media platforms were flooded with users representing their hometowns and schools. By participating in this phenomenon these users were inadvertently advertising to their followers and friends.
The idea is truly genius! The consumer essentially creates the ad and promotes the film by sharing it to their network of family and friends. More people beyond the target market are reached through this campaign; more buzz surrounds the release of the movie. Feeding from the hype that surrounds the app generator is Dr. Dre’s release of “Straight Outta Compton” Beats by Dre headphones. The commercials feature celebrities representing their hometown.
I wonder if the creator(s) of the #StraightOuttaSomewhere campaign imagined that it would have such big impact. It’s two and a half months later and people have shirts that say Straight Outta their hometown or institution.
Even my undergraduate institution is taking orders for alumni that would like Straight Outta Dillard t-shirts. (I’m buying one)
On the day the film released Snapchat had a geotag which allowed their users to be Straight Outta where ever they were located. Just in case the consumers forgot that “Straight Outta Compton” was being released that Friday there was a “reminder” on Snapchat.
This campaign is genius because the creator(s) understood the impact of social media and their target audience. The campaign had to be simple, but effective so people would want to tell their friends.