Best Electronics Social Media Campaign

#StraightOutta leveraged the broad cultural momentum of the Straight Outta Compton film with a simple idea: create a customizable meme that allowed people to "rep their own city."

Beats by Dre sought to create a campaign that would engage fans and consumers beyond the hip hop community and reinforce its position as the leading music and lifestyle brand for everyone.

#StraightOutta successfully catapulted from simple meme generator to viral social trend that seeped into the fabric of culture. With memes generated from hip-hop and sports fans to celebrities, brands, and even the White House, users jumped on the opportunity to make a statement.

As the meme gained momentum, it trended as the number one item on the top three social media platforms in the same weekend (Facebook, Twitter, and Instagram). The mainstream press made sure to follow suit. #StraightOutta was covered in major news publications and blogs (e.g., CNN, MTV News, Fortune, and BuzzFeed) as a clever marketing effort that not only pushed the Straight Outta Compton film into mainstream culture, but also "took over the Internet." The earned media reached more than 1.2 billion people worldwide.

Contributors:

Head of Agency Strategy:	Nick Drabicky
EVP, Integration:	Price Glomski
Social Account Manager:	Devon Rosenberry
Brand Media Director:	Natalee Cecil Geldert
President/Founder:	George Popstefanov

PMG

Website: www.pmg.com

Location: USA

About the Agency:

PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses strategy, creative, media, and insights to deliver against its mantra of Digital Made for Humans™. Founded in Fort Worth, Texas and with offices in Austin, Dallas, Los Angeles, New York, and London, PMG's work for brands like Apple, Beats by Dre, Sephora, Cirque du Soleil and OpenTable runs across 50+ countries globally and has received top industry recognition from Cannes Lions to Adweek Media Plan of the Year.