The Expensify app’s SmartScan is game-changing technology. To do your expenses, you simply snap a photo of your receipt, and done. To get people to try it, we created the world’s first music video you can expense with rap mogul 2Chainz, and broke new ground at the intersection of entertainment, technology and music by inserting ourselves into 2Chainz new album launch. We collaborated with Grammy-winning musicians, Emmy-winning comedy writers from SNL and Expensify engineers to create the #1 hip-hop song and #3 music video in the US on YouTube’s Vevo. It was also the most elaborate product demo in history.

Atlanta’s king of hip-hop, 2Chainz, is known as a big spender, thanks to his Vice show Most Expensivest, and his music is full of references to his baller lifestyle. We perfectly timed our campaign with the launch of 2Chainz’s new album with Lil Wayne and Ariana Grande, to leverage that surrounding hype for both 2Chainz and Expensify. We created a writers’ room with 2Chainz and several Saturday Night Live Emmy-winning (for Outstanding Music Lyrics) writers. We also collaborated with renowned music producer Mustard, known for his work with Nicki Minaj and Jay-Z, to create an original track. Culturally, there was a negative reaction to Maroon5 being selected to perform at the Super Bowl halftime show—but we got amazing press for partnering with a real Atlanta hip-hop artist. Choosing actor Adam Scott to play the finance guy was a wink to his beloved TV character Ben Wyatt, an accountant on Parks&Recreation.

On January 24, 2019, Grammy-winning rap mogul and big spender 2 Chainz dropped a new single on his YouTube and social channels. Within days, it was the number-one trending hip-hop song and number-three video in the US on YouTube’s Vevo, with over 12 million views. It was also the most elaborate product demo in history. “Expensify Th!$” was the world’s first music video you can expense. We created an original track and video starring 2 Chainz, featuring half-a-million dollars’ worth of receipts. Viewers could snap a photo of receipts to get reimbursed actual cash—exactly how the app works in real life. It culminated with the world’s first Super Bowl commercial you can expense featuring a receipt for 2Chainz’s $200,000 ice-sculpted Lamborghini. Our campaign was perfectly orchestrated with 2Chainz new album launch, to leverage that hype, and we further integrated Expensify into his hot new single and video.

Expensify’s revolutionary technology can make every user into a customer and ambassador. Their business model depends on employees downloading the app, then promoting it to their companies. Expensify has attracted 60,000 businesses. But when you want to make all 25million US-businesses your customer, you need to make bigger moves. We collaborated with rap mogul, Grammy winner and TV Star 2Chainz inserting ourselves into pop culture and got Expensify in the hands of millions. We created the world’s first music video you can expense with 2Chainz, and debuted our new single and music video to the 20Million fans on his social and Youtube channels. A perfect mutually beneficial partnership for both 2Chainz and Expensify it was all timed with 2Chainz’s new album launch with Lil Wayne and Ariana Grande and supported by a 360 campaign. Our world-first entertainment incentivized viewers to download the app to get reimbursed actual cash.

This was a seriously masterminded approach, all coordinated with 2 Chainz’s new album launch.

1. First, we embarked on a multi-month collaboration with Grammy-winning rapper 2 Chainz, Emmy-winning SNL writers and world-renowned producer Mustard, to create a hit track about spending money, showcasing expensive items and integrating Expensify.

2. We produced the world’s first music video you can expense: a legit interactive music video integrating half-a-million dollars’ worth of receipts for everything 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. Viewers could snap a photo to get reimbursed actual cash.

3. An edit from the music video culminated in the world’s first expensable Super Bowl commercial, featuring a receipt for 2 Chainz’s ice-sculpted $200,000 Lamborghini

4. We then integrated Expensify into the hottest single on 2 Chainz’s new album with Lil Wayne.

- “Expensify Th!$” became the number-one trending hip-hop song and number-three video in the US on YouTube’s Vevo (the world’s largest music video platform), with over 12 million views in two weeks

- Expensify got a 1,400% increase in new customers

- 634% increase in web traffic

- Largest jump ever in App Store ranking (*of all Super Bowl advertisers)

- Site traffic peaked at 10,000 new visitors to the Expensify website every minute during the Super Bowl

- Super Bowl highest positive sentiment of any brand, at 97%

- $60 million in earned media

- 7 billion media impressions

- Covered globally by 500+ media outlets

- For the first time ever, the world got hyped about doing expenses