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.

Our idea was to create the world’s first music video you can expense, which featured a narrative about a rapper’s elaborate purchases. 2 Chainz was perfect for this, since he’s a well-known big spender. This was a seriously masterminded approach, all coordinated with 2 Chainz’s new album launch. First, we embarked on a multi-month collaboration with Grammy-winning rapper 2 Chainz, Saturday Night Live Emmy-winning (for Outstanding Original Music and Lyrics) writers and world-renowned producer Mustard, to create an original track about spending money, showcasing expensive items and integrating Expensify. We then produced the world’s first music video you can expense: a legit interactive video integrating half-a-million dollars’ worth of receipts, from a gold Jet Ski to an ice-sculpted sports car powered by a seafood tower. We got people experiencing the game-changing Expensify app.