Straight Outta

In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre. To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity, Hustle launched a meme generator website. With its simple UX, visitors could create custom memes to rep their own origins. Artists and athletes from the city Compton inaugurated the campaign. Quickly, other celebrities joined in without any endorsement money, and within 24 hours, Straight Outta was #1 trending topic on Twitter, Instagram, and Facebook.

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