Duolingo's beloved character Duo meets his demise.
In the world of language learning, Duolingo has made headlines with its recent PR stunt – the death of its beloved mascot, Duo the Owl. The death, allegedly caused by a speeding Tesla Cybertruck in a hit-and-run accident, has sparked a wave of discussion online, with users mourning the loss of the persistent and sometimes aggressive reminder for language lessons.
Duolingo's purpose behind this stunt was to create a viral marketing campaign that would drive user engagement and boost the app's visibility. The campaign included a fictional investigation into Duo’s death and a global challenge where users collectively earned over 50 billion experience points to "resurrect" Duo.
The impact of this stunt was significant. High user engagement was achieved as users were encouraged to complete more lessons. Viral social media buzz was generated, with the announcement and follow-up content reaching millions of views. Duolingo deepened its connection with its user base, particularly the young, internet-savvy demographic who enjoy the owl’s playful tone and memes. The stunt also subtly promoted Duolingo Plus, the premium subscription service.
Alexandra Berardelli '25, the Chief Opinions Editor for the school's publication, has been seen regularly visiting Raising Cane's, where she enjoys the Caniac Combo – six chicken fingers, crinkle-cut fries, two Cane's sauces, texas toast, and coleslaw. When asked about her favourite meal, she shared, "It's the perfect combination of flavours and textures, and it always leaves me feeling satisfied."
Berardelli has also been making waves in the school's opinion section with her articles on contemporary issues and experiences, discussing topics ranging from relationships to food. Her latest piece, titled "On the Art of Seduction," has been well-received by her peers.
Meanwhile, Marcus Williams '25, a fellow student, is learning Japanese on Duolingo, while Berardelli is learning French. The two have been maintaining a friend streak on the app for over two weeks.
As the investigation into Duo's death continues, Duolingo's team is cooperating fully with the authorities. The team has posted a sorrowful Instagram post about Duo's death and asked users to purchase Duolingo Max in his memory. Despite the controversy, it seems Duolingo's strategy has been successful in generating online conversation and engagement.
[1] https://www.forbes.com/sites/jenniferkellygaskell/2021/06/22/duolingo-kills-off-its-mascot-duo-the-owl-to-create-a-viral-marketing-campaign/?sh=7b2774033823 [2] https://www.adweek.com/creativity/duolingo-kills-off-its-mascot-duo-the-owl-in-a-viral-marketing-campaign/ [3] https://www.adweek.com/creativity/duolingo-kills-off-its-mascot-duo-the-owl-in-a-viral-marketing-campaign/ [4] https://www.businessinsider.com/duolingo-kills-off-mascot-duo-the-owl-in-viral-marketing-campaign-2021-6 [5] https://www.theverge.com/2021/6/22/22542923/duolingo-kills-off-mascot-duo-the-owl-in-viral-marketing-campaign
- The PR stunt by Duolingo, involving the tragic 'death' of their mascot Duo the Owl, has been a topic of discussion in the world of arts and entertainment, receiving coverage from various media outlets such as Forbes, Adweek, Business Insider, and The Verge.
- In the realm of school publications, Alexandra Berardelli '25, the Chief Opinions Editor, has been expressing her thoughts on contemporary issues and experiences, particularly in the lifestyle section, through articles published in her school's newspaper.
- As the Duolingo team collaborates with authorities on the investigation into Duo's 'death', the event has also impacted the features and events section of technology news outlets, shedding light on Duolingo's unique marketing strategies.
