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

Gold Cannes Lions x 2
#1 US Hip Hop Video
D&AD 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

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Expensify Th!$ (Music Video)

THE CHALLENGE

Not even accountants want to do expenses.

No one cares about expenses. They’re tedious, thankless and everyone hates doing them. Our customer research showed that even the people paid to do them hate expense reports.

2 Chainz has Expensify for that!
—The Guardian

THE APPROACH

Once you have used Expensify, you will always use Expensify.

Once you use Expensify there is no going back. Expensify makes expense reports disappear with a snap. Just take a photo of your receipt, and the report builds itself. It’s fast, simple and built for people who’d rather do literally anything else. We knew if we just got people to try, they would buy.

Expensify made the entertainment itself an elaborate product demo.
—Fast Company

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“Expensify Th!$” (Case Study)

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!$” 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.

The partnership of the year.
—Forbes

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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.

“Expensify Th!$” (App)

THE IMPACT

Expensify reached #1 on the App Store with the most elaborate product demo in history.

For the first time ever, the world got hyped about doing expenses. The groundbreaking combination of entertainment, music and tech proved Expensify’s game-changing technology. Expensify Thi$ secured a #1 App Store ranking for business apps and a 634% increase in web traffic. The campaign also garnered a 1400% increase in new customers, with 102K items expensed in 10 days.