In its first brand campaign since going public this June, personal finance company SoFi enters the world of TikTok. “Move Your Money” is dance-centric campaign that expresses the joy of payday and calls on fans to interact with the brand for a chance at winning $25,000.

@mattsteffanina

#ad Show me your #SoFiMoneyMoves & you could win up to $25k! Get the SoFi app ➡️ sofi.com/MoveYourMoney #contest #ad

♬ SoFi Money Dance - Compton AV

Celebrity choreographer Matt Steffanina lends his moves to the campaign, which pushes SoFi’s goal of demystifying financial services like trading stocks or investing in cryptocurrency through TikTok’s dance obsession. Oh, and money.

SoFi will announce $1000 prizes every week through October 31 for those that learn a dance choreographed by Steffanina and post on TikTok. Entrants need only download the SoFi app, where the winnings will drop, record themselves doing the dance set to “Money Moves” by Compton AV and tag @sofi using the hashtags “#SoFiMoneyMoves” and “#Contest.” One winner will receive a grand prize of $25,000.

The company introduced the dance in an activation this past Sunday during an NFL game between the L.A. Rams and Tampa Bay Buccaneers at SoFi stadium, which will be home to the next Super Bowl and its star-studded halftime show to feature Kendrick Lamar, Dr. Dre, Mary J. Blige, Snoop Dogg and Eminem.

 Steffanina taught the "Money Moves" to the audience at the game as well as to the Rams cheer team.

The campaign’s first spot debuted on September 9 during a Thursday night football game. The video shows people busting moves on the subway, in their living room and outside a football stadium. The lyrics “I do my money dance” from “Money Moves” repeat as the joyful dancers get notifications that their bank accounts just got a little fuller.

It remains to be seen whether the NFL's halftime celebrities will incorporate the SoFi money dance in their performance.