Duolingo’s mascot, Duo the owl, was humorously declared “dead” as part of a marketing stunt by the language learning app. Although the character is not actually dead, the company embraced the joke so thoroughly that CEO Luis von Ahn read a eulogy for Duo on TikTok. The marketing move raises questions about the effectiveness of surprising plot twists in gaining customer approval, particularly when Duolingo’s marketing aims to boost shareholder value by amplifying its appeal.
The company executed this bold maneuver due to the peculiar and unexpected explanation for Duo’s supposed demise. According to von Ahn in a video, Duo was humorously reported to have been “hit by a Cybertruck,” and it appeared that all Duolingo characters had met a similar fate.
Following this announcement, Duolingo experienced a significant increase in its user engagement metrics. Similarweb reported a 25% increase in monthly active Android users globally compared to the previous year. Additionally, Android app downloads surged by 38% the day after the campaign launch, and web searches rose by 58%.
While the Cybertruck incident may serve as a humorous diversion, it also offers individuals a metaphorical outlet for expressing discontent with Elon Musk’s influence, particularly during a critical period involving the closure of foreign aid programs, consumer protections, and global health initiatives associated with Musk’s endeavors.
On Monday, Duolingo initiated a campaign aimed at rescuing Duo from an untimely demise. The campaign, branded as “Duo or die,” encourages users to complete lessons and maintain learning streaks to earn in-app points to “save Duo.” A dedicated website tracks progress in reviving the mascot, although it does not specify a deadline, as developers likely plan to revive the whimsical owl once user engagement goals are achieved.
Despite the dramatic portrayal, Duolingo likely has no real intentions of eliminating its highly successful marketing asset. While Duolingo’s assertive engagement strategies may irritate some users—such as when the app informs users about friends’ progress—these tactics are part of a broader trend among startups using innovative marketing techniques, though perhaps less cleverly.
Lastly, Luis von Ahn noted Duo’s mission on TikTok, stating, “His mission was clear: Make education accessible, one terrifying notification at a time.”
