On January 24, Grammy-winning rap mogul and big spender 2 Chainz dropped a new track and music video. Within days, it was the number-one trending hip-hop track and number-three video in the USA on YouTube’s Vevo. It was also the most elaborate product demo in history. “Expensify Th!$” was the world’s first music video you can expense. Expensify is a game-changing app that lets you do your expenses by simply snapping a photo of a receipt.

To demonstrate that, we created an original track and interactive music video with 2 Chainz, integrating half-a-million dollars’ worth of receipts, and so got people experiencing the Expensify app. While 2 Chainz lived the life of a baller, viewers could snap a photo of the receipts for all the lavish items that appeared in the video, to get reimbursed actual cash—which is exactly how the app works in real life.

Atlanta’s king of hip-hop, 2 Chainz, is known as a big spender, thanks to his Vice TV show Most Expensivest, and his music is full of references to his baller lifestyle. We

timed our campaign with the launch of 2 Chainz’s new album, to leverage that

surrounding hype. We created a writers’ room with 2 Chainz and several Saturday Night Live Emmy-winning writers. We also collaborated with renowned music producer Mustard, known for his work with Nicki Minaj, Travis Scott and Jay-Z, to create an original track. Culturally, there was a negative reaction to Maroon 5 (a non- Atlanta-based artist) being selected to perform at the Super Bowl halftime show—but we got favorable press for partnering with a real Atlanta hip-hop artist. Choosing actor Adam Scott to play the old-school finance guy was a wink to his beloved TV character Ben Wyatt, an accountant on Parks and Recreation.