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On January 24th, 2019, rap mogul and big-spender 2 Chainz dropped a new single. Within days it was the #1 Hip Hop track on Youtube’s Vevo with over 12 Million views.

It was also the most elaborate product demo in history breaking new ground at the intersection of music, technology and entertainment.

CASE STUDY - EXPENSIFY TH!$

This was some seriously masterminded shit, all coordinated with 2 Chainz new Album launch.

1 / ORIGINAL TRACK WITH 2 CHAINZ AND MUSTARD

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

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Every day a blessing, I won't spoil it
So I had to buy me a gold toilet
Only sit in a first class seat
Then I roll one up with the old receipts (Yeah)

2 Chainz - Expensify Th!$

2 / INTERACTIVE MUSIC VIDEO WITH $500,000 WORTH OF RECEIPTS

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.​​​​​​​

THE WORLD’S FIRST MUSIC VIDEO YOU CAN EXPENSE

We were the highest trending new hip-hop song and ranked #3 in the US Top 25 weekly video charts,

just behind Ariana Grande’s “7 Rings”. With record-breaking engagement levels — on the world’s largest and most highly regarded music platform, YouTube — we generated a mountain of free buzz and crazy love for a brand that previously had zero awareness.

 

See all expensable items and download the app

Doing your expenses sucks. But now, thanks to Expensify's world-leading tech, all you have to do is snap a photo of your receipt and done. Try it all here:

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HOW TO USE EXPENSIFY

3 / ALL OUR ADS WERE EXPENSABLE WITH EXPENSIFY

We got people Expensify-ing items from the music video across all media—including in iconic Times Square.

Using Expensify’s smart scan app, people simply snapped a photo of the receipts and got reimbursed actual cash from wild postings, digital OOH, Instagram, Facebook, Twitter, Spotify and other bespoke music media.

4 / THE WORLD'S FIRST EXPENSABLE SUPER BOWL SPOT

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

THE WORLD’S FIRST EXPENSABLE SUPER BOWL COMMERCIAL

"Car so cold that it's sneezin"

2 CHAINZ - EXPENSIFY THIS

5 / ALL ORCHESTRATED WITH 2 CHAINZ'S NEW ALBUM 

 We then integrated Expensify into the music video of the hottest single on 2 Chainz’s new album with Lil Wayne and E-40.

2 CHAINZ - 2 DOLLAR BILL FT. LIL WAYNE, E-40 AND EXPENSIFY

Expensify made the entertainment itself an elaborate product demo

- FastCompany

“Hell yeah, 
let's do this thing”

2 Chainz - Expensify Th!$

FOR THE FIRST TIME EVER, THE WORLD GOT HYPED ABOUT DOING EXPENSES

1,400%

INCREASE IN NEW CUSTOMERS

#1 App Store

RANKING JUMP

62 million

IN EARNED MEDIA

500+

MEDIA OUTLETS GLOBALLY

634%

INCREASE IN WEB TRAFFIC

7 billion

MEDIA IMPRESSIONS