Expensify drops scannable 2 Chainz music video in Super Bowl lead-up

Brief:

Expensify, the developer of an expense management app, has previewed its first Super Bowl ad with a comedic music video starring rapper 2 Chainz and actor Adam Scott. The music video has images of receipts attached to products like cars and champagne that viewers can scan with the Expensify app for a chance to win cash or the actual items, per an announcement.
The "Expensify This" video is part of the company's "You Weren't Born to Do Expenses" campaign that includes a 30-second spot set to air during the Super Bowl's second quarter. The Super Bowl ad also will be "expensible" and reveal a final prize.
The prizes include an ice-sculpted sports car, Audi R8, jet ski, diamond-encrusted football and a gold bust of 2 Chainz. Expensify developed the campaign with creative agency JohnXHannes New York.

Insight:

Expensify's multimedia campaign combines a variety of elements that likely will help to drive downloads of its app, which was ranked No. 97 among business apps in Apple's App Store as of press time. Beyond boosting downloads ahead of a likely surge when the Super Bowl spot airs on Feb. 3, urging viewers to interact with a TV commercial through a smartphone could deepen the engagement with the app and highlight its key feature: the automatic tracking of expenses by scanning receipts.

Expensify's campaign is clearly aimed at a younger audience that's more likely to recognize 2 Chainz, who has recorded several hit records and has appeared as a guest on dozens of hip-hop tracks. The rap-friendly, tech-savvy audience is more likely to use mobile apps to help manage their finances than older generations.

However, Expensify's campaign comes as research suggests that hardcore football fans will be too engaged in watching the game to use mobile apps. Just 14% of football fans will use social media during the big game, compared to 39% of general consumers, according to a recent survey from mobile video ad network AdColony.

Expensify, which is used by 60,000 businesses worldwide, is one of two financial companies that have announced they're advertising during the big game. Intuit's TurboTax is returning for the sixth straight year as Americans enter tax season.