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On January 16, 2018, Grammy-winning rap mogul 2 Chainz dropped a new single. 

2 CHAINZ - EXPENSIFY THI$
THE WORLD’S FIRST MUSIC VIDEO YOU CAN EXPENSE
FEAT. DJ MUSTARD AND ADAM SCOTT


Within days, it was the #1 trending hip-hop song and in the top 25 weekly video charts, ranking as the #3 video in the U.S. just behind Ariana Grande’s “7 Rings”, on YouTube’s Vevo with over 10 million views.
It was also the most elaborate product demo in history, disguised as a legit music video.


 

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.

 
We created an original track with 2 Chainz [lyrics here] and DJ Mustard and our music video featured half-a-million dollars’ worth of receipts - 
from a teleportation machine to a gold jet ski to an ice-sculpted sports car powered by a seafood tower. See all expensable items and download the app:

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Covers_extra04Covers_extra04

We coordinated 2 Chainz’s new album launch with the world's biggest stage — the Super Bowl.


 With the game being played in Atlanta and 2 Chainz being virtual royalty there, it was the perfect finale to our campaign. We gave 100,000 million viewers the opportunity to be reimbursed $200,000 cash for 2 Chainz's ice-sculpted Italian sports car, just by snapping a photo of the receipt with Expensify. Traffic to Expensify hit 10,000 people per minute during the Super Bowl. Traffic to Expensify hit 10,000 people per minute during Super Bowl.

 The world’s first expensable Super Bowl commercial.

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.

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

With record-breaking engagement levels—on the world’s largest and most highly regarded music streaming platform, YouTube's Vevo—we generated a mountain of free buzz and crazy love for a brand that previously had zero awareness.

"Car so cold that it's sneezin"

2 CHAINZ - EXPENSIFY THIS

“Sip Ace of Spades with a porcupine”

2 Chainz - Expensify Th!$

“Hell yeah, 
let's do this thing”

2 Chainz - Expensify Th!$

Over 11 Million

VIEWS FOR "EXPENSIFY THIS" MUSIC VIDEO

10 Thousand

VISITORS PER MINUTE ON WEBSITE DURING SUPER BOWL 

1 Million

NEW SITE VISITORS DURING THE CAMPAIGN

90 Thousand

 ENTRIES AND ITEMS EXPENSED IN 10 DAYS

Doubled

NEW CUSTOMERS GOING TO APP STORE

70 Percent

INCREASE IN APP DOWNLOADS