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. Called “Expensify This,” it 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.

Grammy-winning rap mogul 2 Chainz is a cultural icon who’s also widely known as a big spender, thanks to his Vice TV show Most Expensivest. His rap songs are full of extravagant references to his lifestyle. He’s an Atlanta-based music artist, and Atlanta hosted the 2019 Super Bowl, which made him extremely relevant. Culturally, there was a negative reaction to Maroon 5 (a non-Atlanta-based group) being selected to perform at the Super Bowl halftime show. But Expensify earned lots of respect and positive press for choosing an authentic Atlanta hip-hop artist to lead the campaign. We timed our campaign to coincide with the launch of 2 Chainz’s new, much-anticipated album, and leverage that surrounding hype. 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.

Integrating Expensify’s proprietary technology into the music video was integral to the idea’s success. The director had to find a way to seamlessly include receipts in the narrative. They needed to be photographed by the viewer on mobile using the app, all while making an on-point, legit, number-one hip-hop music video.