BY ADENIYI A.
You might be thinking the digital marketing hype around the just released movie Straight Outta Compton is merely a fluke. Well, you will be wrong because the success of the marketing is an offshoot of a well thought out campaign involving companies with quite a good number of great creative minds.
Months prior to the release of the film, Compton legend and hip-hop mogul Dr. Dre met with top-level marketing executives from Apple, Universal Pictures, Interscope Records (also owned by Universal) and his own Beats Audio Company on what ideas they have for the marketing of the film.
With success in different fields, the team came up with diverse but similar ideas that were all integrated into a series of campaigns across the U.S,the internet and of course Dr. Dre’s hometown Los Angeles.
The campaign took these steps:
1. Beats Audio hired the advert agency North Kingdom to create the meme generator that permits anyone to input their own hometown in N.W.A’s signature black and white logo.
2. A website was launched which featured some ambassadors of Beats like Dr. Dre himself, Serena Williams, Ice Cube and Richard Sherman with memes of their own ‘Straight Outta’ stamps.
3. Dr. Dre prepared an album which will be released with the film to boost its awareness with the title being the same city’s name: ‘Compton.’
4.Universal’s Interscope Records organized a skywriting of the album: ‘Compton’ across the skies of L.A. as a promotional tool for the album that was for release exclusively on iTunes and Apple Music.
And here are the results of these promotional concepts:
First,celebrities like superstar Jennifer Lopez started creating their own memes and it spur up the trend immediately by fans across the world.
Secondly, there has been about 7 million hits by visitors on the website and 6 millions downloads of the memes.
Thirdly, from the site’s visitation, awareness spread across social media of the memes and the movie so it trended simultaneously on Facebook, Instagram and Twitter two days in a row with Twitter particularly recording 400,000 tweets and retweets since the beginning of the campaign. In fact, it is reported that there are on the average 15,000 #Straightoutta tweets and retweets per minute.
The synergy that is brewing is hoped to be sustained by the showcase of the ‘Compton’ album meme at every viewing of the Straight Outta Compton movie across cinemas. Then on Apple’s streaming service and other digital presence they have, Dr. Dre’s ‘Compton’ album will be surely visible.
Chief Marketing Officer of Beats By Dre, Omar Johnson said, “You very rarely see companies like this in a room together. But we were all super aligned with Dre’s goals, and he’s been a great maestro to conduct all of these brands working together.“