You are now about to witness the strength of street knowledge…
Biopic about NWA “Straight Outta Compton” has been a massive box office hit. That did not surprise me at all. Middle-aged dudes go watch it because of nostalgia and younger blokes still know Dr. Dre and Ice Cube. It´s a bit like gangsta rap Expendables. I would naturally go see the film straight away, but I doubt it will be probably banned in Singapore:
The online campaign (for movie & Beats headphones as well) has also been really successful for the film. Meme generator “Straight Outta Somewhere” has been visited already over 4 million times. In the site you can do your own “Straight Outta Compton” –meme:
Insight: No matter where you from, you want to rep your hood.
Many marketers are wary of user-generated content. It is hard to get people to take part in those campaigns. If they do take a part, the content is quite often shitty and x-rated.
That does not mean you should not do campaigns with “participation element”. The participation has to be as easy as possible. With “Straight Outta Somewhere” you just decide where you are from and upload the picture. Everyone who shares stuff in Internet knows the construct of a meme. It also helps to have some famous celebs to add fuel to the fire in their social media channels:
Majority of brands do not realize that when people are starting to make parodies, that is when your campaign starts to be popular. Beats has truly embraced (read: not deleted) the funny memes which naturally are shared more often than boring brand content.
If you want people to take part with your campaign:
- Make it easy to participate
- Do not reinvent the wheel: use formats that people know
- Kickstart with influencers
- Embrace (don´t censor) the parodies
- Partner up (the lines are blurred, is the website advertising the movie or headphones? No matter, it is a hit)
…Word to the mother*cker
Straight outta Compton