Key Takeaways:
- Duo the owl's "death" was announced by Duolingo in another viral marketing move, reinforcing its reputation for bold, meme-driven marketing.
- The campaign quickly took over social media, with major brands like Netflix joining in on the fun.
Duolingo has shocked users with its latest marketing stunt, announcing the untimely "death" of its beloved green owl mascot, Duo.
The news, revealed across the language-learning app's social channels, has sparked a viral reaction, with fans mourning (and questioning) the unexpected tragedy.
The brand shared the announcement in a solemn post.
"It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead."
View this post on Instagram
In classic Duolingo fashion, the post leaned into humor by adding an absurd backstory to the proceedings.
To turn up the drama, Duolingo shared a video of Duo's "funeral," showing fellow mascots Zari and Lily placing his coffin in the back of a pickup truck.
The campaign quickly took over Instagram and TikTok, continuing Duolingo's long streak of chaotic, meme-driven marketing.
@duolingo RIP DUO #duolingo♬ Dixon Dallas Good Lookin - Jake Hill
The TikTok video has amassed 25.6 million views and 3.2 million likes in just one day.
Duolingo consistently excels at viral marketing by tapping into online meme culture to create bold, playful campaigns that keep audiences engaged.
By embracing humor and drama this time, Duolingo strengthens its brand identity and cultivates an interactive community that thrives on shared experiences.
This approach demonstrates the power of using shocking content to create buzz and encourage user participation, making it easier for brands to stay top of mind in a competitive digital space.
Duolingo Keeps Fans Guessing
As speculation swirls, Duolingo has been fueling the fire, responding to social media comments with playful accusations.
Multiple responses from the brand point to Canadian rapper Drake as a prime suspect, with comments like, "Investigators are checking into a Canadian lead."
The timing is no coincidence — Duolingo previously trolled Drake with several posts after Kendrick Lamar performed his diss track "Not Like Us" during the Super Bowl halftime show.
@duolingo not the only owl with a BBL #duolingo#superbowl♬ original sound - dawmmoney
Even pop star Dua Lipa was roped into the joke, with Duolingo's statement ending with asking fans to respect her privacy.
This references a running joke about Duo's one-sided affection for the "Cold Heart" singer.
Brands and video games also joined in the fun, with Assassin's Creed, Halo, Netflix, and even the Empire State Building reacting to the news with memes on their respective channels.
duo the owl has been eliminated pic.twitter.com/Qly2NAYbWH
— Netflix (@netflix) February 11, 2025
By tapping into popular culture and creating a collaborative moment with other brands, Duolingo reinforced its playful brand image while inviting audiences to actively engage in the conversation.
Meanwhile, Duolingo teamed up with Netflix's "Squid Game" for a massive campaign launched last December that promoted learning the Korean language.
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