Toss Successfully Concludes ‘Mickey 17’ Release Campaign

• Toss Ads chosen as the advertising channel for director Bong Joon-ho’s film ‘Mickey 17’
• Toss users participate 5.34 million times, surpassing official trailer views

Viva Republica, the operator of the financial super app “Toss,” announced that it has successfully concluded the release campaign for the film Mickey 17.

Mickey 17, the upcoming film by director Bong Joon-ho—who swept the Grand Prix at Cannes and the Academy Awards with Parasite—has been highly anticipated by movie fans both in Korea and abroad. The Mickey 17 ticket giveaway event held on the Toss Walk screen recorded 5.34 million entries, demonstrating the strong excitement for Bong’s latest film. This figure even surpasses the number of views (3.46 million as of March 5) of the second official trailer released on the world’s largest video platform.

The campaign included three main components: customized icons designed exclusively for Mickey 17, an OX quiz for a chance to win movie tickets, and Toss Walk scratch-off tickets. Notably, the customized icon feature is a new form of mass-targeted advertising. Toss Ads offers customized advertising by allowing advertisers to set their preferred icon and customize the screen that appears when clicked. For this campaign, a popcorn image, symbolizing films, and a Mickey 17 movie ticket were combined to create the main icon, which was displayed on the Toss Walk screen. Clicking on the icon directed users to an OX quiz where they could enter the movie ticket giveaway.