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On January 24, 2019, Grammy-winning rap mogul and big spender 2 Chainz dropped a new single. Within days, it was the #1 trending hip-hop song and #3 video in the US on YouTube’s Vevo, with over 12 million views.

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

CASE STUDY — EXPENSIFY TH!$

The Expensify app has 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 “Expensify Th!$.”
This was some seriously masterminded shit. We timed our campaign with the launch of 2 Chainz’s new album, to leverage the surrounding hype.

1 / ORIGINAL TRACK WITH 2 CHAINZ AND MUSTARD

We created a writers’ room with 2 Chainz 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 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

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. Just like the app works for real.

THE WORLD’S FIRST MUSIC VIDEO YOU CAN EXPENSE

We were the #1 trending new hip-hop song and ranked #3 in the US 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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3 / 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

4 / 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 the Expensify 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.

Car so cold that it's sneezin'

2 CHAINZ - EXPENSIFY TH!$

5 / ALL ORCHESTRATED WITH 2 CHAINZ'S NEW ALBUM 

 

Atlanta’s king of hip-hop, 2 Chainz, is known as a big spender, thanks to his Vice TV show Most Expensivest, and his music is full of references to his baller lifestyle. We perfectly timed our campaign with the launch of 2 Chainz’s new album with Lil Wayne and Ariana Grande, to leverage that surrounding hype for both 2 Chainz and Expensify.  


We 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

“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 FOR BUSINESS APPS

62 million

IN EARNED MEDIA

500+

MEDIA OUTLETS GLOBALLY

634%

INCREASE IN WEB TRAFFIC

102,000

ITEMS EXPENSED IN 10 DAYS

JM_Divide-panelsPrJM_Divide-panelsPr

'A celebrity endorsement touchdown.'

'Yes, this is real, and it’s amazing.'

'Expensify made the entertainment itself an elaborate product demo.'

'First time in history, people can expense a music video.'

'Not only hilarious but also super smart.'

'The partnership of the year.'