On January 24, Grammy-winning rap mogul and big spender 2 Chainz dropped a new track and music video. Within days, it was the #1 trending hip-hop track and video in the U.S. on YouTube’s Vevo, with over 12 million views. It was also the most elaborate product demo in history. Introducing “Expensify Th!$” 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.

We created an original track and interactive music video with 2 Chainz, integrating half-a-million dollars’ worth of receipts, and 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.

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. We got people Expensify-ing items from the music video everywhere: in wild postings, digital OOH, Times Square, Instagram, Facebook, Twitter, Spotify and other bespoke music media, by snapping a photo of the receipts in the ads with the app.

4. It all culminated in the world’s first expensable Super Bowl commercial, featuring a receipt for 2 Chainz’s ice-sculpted $200,000 Lamborghini.

5 - We then integrated Expensify into the music video of the hottest single on 2 Chainz’s new album with Lil Wayne.