BRIAN BOX STUNT
last summer, Ramp hit $1B of revenue with less than 2% name recognition across the US. we needed a way to fix that. the idea that stuck: show the old way of accounting next to the Ramp way.
Ramp's AI processes 600,000 receipts a day. so we wondered, what if someone tried to do it the old way, in public? Mr. Beast style. we'd set up an office in a public place, print 600,000 receipts over 8 hours, and make one person read each one, log it in an old-timey ledger, and file it. we'd livestream it so the comparison felt real. any finance professional watching would feel the struggle in their bones.
we needed a star. there aren't many famous accountants. but we kept coming back to one fact: the most famous accountant in the world is Kevin Malone from The Office. would the actor who played him, Brian Baumgartner, do it?
remarkably, he said yes!
the promo content alone broke the internet, Brian back in accountant mode but this time he was competent.
Brian is genuinely smart and warm in real life, which carried everything we filmed. on the day of, influencers, celebrities, and comics rotated into the box every 15 minutes to distract or help him.
a few things that actually happened in 8 hours: two people got married inside the box, two strangers walked in dressed as Brian (which visibly rattled him), Brian played a round of golf with Ramp's CFO, Brian gave life advice to the Rizzler, Brian fired two interns we hired for him, and so much more.
we hit 100K concurrent viewers and 214M total views.
the best part: it wasn't random. it landed with our ICP and the general public, and Brian was such a strong spokesperson for Ramp that we brought him back for the Super Bowl.
PS. Coincidentally, Andy Buckley (aka David Wallace) was walking through New York and saw the billboards we had put up for Brian's stunt. He filmed a video about how he was the real CFO not Brian and sent it to Brian. We called him immediately and got him involved at once.