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Universal’s Race-Based Marketing Strategy

Facebook is quite tricky.

During a panel discussion at SXSW, Universal marketing chief Doug Neil and Facebook’s head of entertainment, Jim Underwood disclosed an interesting fact when it came to the marketing of Straight Outta Compton.

While on the panel, the two explained that their partnership and marketing strategy consisted of race-specific demographics. There were two trailers shown to different users of the platform. While African American users were targeted with the story of N.W.A., white users were attracted to a teaser that showed the rise of Ice Cube and Dr. Dre.

According to Neil, this was done due to the “lack of expertise on rap history” the white demographic has. Their knowledge of Ice Cube resonates with him as an actor and the connection with Dr. Dre stems from the Beats by Dre headphones.

So to win over more views, Universal’s “multicultural team” worked with Facebook to present two different perspectives.

Read more about the marketing strategy over at Verge.