experience design

Beats – Straight Outta Somewhere

A viral marketing campaign that became a sensation.

We were approached by Beats By Dre to create an innovative and buzz-worthy experience to support the release of the film Straight Outta Compton. The film is a beautiful and engaging story about how N.W.A. emerged from the mean streets of Compton in Los Angeles, California, in the mid-1980s and revolutionized Hip Hop culture with their music and tales about life in the hood.



Just like the movie portrays N.W.A’s glorification of their roots, and their connection to their origin, Beats wanted the rest of the world to be able do the same thing. No matter where you are from, it represents who you are. May it be local pride, belonging or nostalgia; the ultimate goals was to evoke those emotions and make people connect with their roots in both a playful and meaningful way.

The solution was to use the iconic ‘Straight Outta’ insignia and let the audience be creative with it. We allowed for users to create and socialize the statement across social media. The insignia played a central part in the branding of the film, but is also deeply rooted in hip hop-culture and represents generations artists challenging the establishment. It’s a loaded symbol with many layers of meaning. By personalizing it, the audience added another layer.

In the first week of its launch on Aug. 5, the site has had 7 million visitors and nearly 6 million downloads of the meme.

It simultaneously trended No. 1 two days in a row across Facebook, Twitter and Instagram, and, during that time, there were an average of 15,000 #Straightoutta tweets and retweets per minute. According to Twitter, there have been more than 400,000 Tweets mentioning #StraightOutta since Aug. 6.


Straight Outta Somewhere showed that if you have empathy for your target audience they will engage. There is never a certainty or guarantee in making something like this so popular and appreciated. Besides the creative output from audiences across the world and many high caliber celebrities, both the White House and UNHCR used it comment on current events.

We certainly think that the campaign helped to make people excited about the film and a desire to see it in cinemas. Why? Because the meme created an emotional connection between the people and the plot. It’s a unified experience.

Go to project