Expensify

Expensify Th!$

Grammy-winning rap mogul 2 Chainz stars in first expensable music video.

Rap star and big spender 2 Chainz dropped a music video for his new single, “Expensify Th!$,” featuring gold toilets, actor Adam Scott and a $200K ice-sculpted Lamborghini. Using the Expensify app, viewers could expense every item in the video, for a total of $500K in real cash.

Praise
  • Cannes Lions x 7
  • #1 US Hip Hop Video
  • Yellow Pencil x 1
1400%
increase in new customers
12M
views for “Expensify Thi!$” music video
634%
increase in web traffic
102K
items expensed in 10 days

For the first time in history, people can expense a music video.

—The Washington Post
Expensify Th!$ (Music Video)

The partnership of the year.

—Forbes

Within days of its release, “Expensify Th!$” became the number one trending hip-hop track and number three video in the US on YouTube’s Vevo, racking up over 12 million views.

“Expensify Th!$” (Case Study)

“Expensify Th!$” was timed with the launch of 2 Chainz’s new album to leverage the surrounding hype, and it premiered as a big game commercial during the Super Bowl in Atlanta, Georgia, the rapper’s home state. 

Expensify made the entertainment itself an elaborate product demo.

—Fast Company
Expensify Th!$ (Super Bowl Commercial)

People could expense items from the music video across all media, including in iconic Times Square. Using the Expensify app, users simply snapped a photo of their receipts and got reimbursed actual cash. Just like the app works in real life.

For the first time ever, the world got hyped about doing expenses.

“Expensify Th!$” became the most elaborate product demo in history. The groundbreaking combination of entertainment, music and tech proved the game-changing Expensify technology.

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“Expensify Th!$” (App)

A celebrity endorsement touchdown.
CNN
Not only hilarious but also super smart.
GQ

Client

Expensify

Output

  • 4Cs Research
  • Brand Strategy
  • Brand Book and Identity
  • Global Creative Platform
  • Super Bowl Campaign
  • Talent Management and Contracts
  • Production: Film, Digital and Print
  • Communications Planning
  • Media Planning
  • Public Relations

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