EXPENSIFY THIS
INTEGRATED CASE STUDY
On January 16, 2018, Grammy-winning rap mogul 2 Chainz dropped a new single.
2 CHAINZ - EXPENSIFY TH!$
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:
SUPER BOWL & ALBUM LAUNCH
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 $200,000 cash for 2 Chainz's ice-sculpted Italian sports car, just by snapping a photo of the receipt with Expensify. Traffic to Expensify hit 10,000 people per minute during the Super Bowl. Traffic to Expensify hit 10,000 people per minute during Super Bowl.
The world’s first expensable Super Bowl commercial.
ALL OUR ADS WERE EXPENSABLE
We got people Expensify-ing items from the music video across all media — including in iconic Times Square.
Using Expensify’s smart scan app, people simply snapped a photo of the receipts and got reimbursed actual cash from wild postings, digital OOH, Instagram, Facebook, Twitter, Spotify and other bespoke music media.
WE WERE THE HIGHEST TRENDING NEW HIP-HOP SONG AND RANKED #3 IN THE US TOP 25 WEEKLY VIDEO CHARTS
With record-breaking engagement levels—on the world’s largest and most highly regarded music streaming platform, YouTube's Vevo—we generated a mountain of free buzz and crazy love for a brand that previously had zero awareness.
"CAR SO COLD THAT IT'S SNEEZIN"
2 Chainz, Expensify Th!$
“SIP ACE OF SPADES WITH A PORCUPINE”
2 Chainz, Expensify Th!$
RESULTS
JUST TWO WEEKS INTO THE CAMPAIGN
OVER 11 MILLION
VIEW FOR ‘EXPENSIFY THIS’ MUSIC VIDEO
10 THOUSAND
VISITORS PER MINUTE DURING THE SUPER BOWL
1 MILLION
NEW SITE VISITORS DURING THE CAMPAIGN
90 THOUSAND
ENTRIES AND ITEMS EXPENSED IN 10 DAYS
DOUBLED
NEW CUSTOMERS GOING TO THE APP STORE
70 PERCENT
INCREASE IN APP DOWNLOADS
