Overview

• Duolingo announced the fictional death of its mascot, Duo the Owl, as part of a tongue-in-cheek marketing stunt, attributing the cause of death to user inactivity and a Cybertruck accident.
• The campaign has generated significant online engagement, with millions of views and reactions on social media platforms like TikTok and X (formerly Twitter).
• Major brands such as Netflix, Chipotle, and the World Health Organization joined in the viral trend, sharing humorous tributes and memes referencing Duo's 'death.'
• The campaign draws comparisons to Planters' 2020 marketing stunt involving the death and rebirth of Mr. Peanut, suggesting a potential rebranding for Duolingo.
• Pop star Dua Lipa, often humorously linked to Duo in Duolingo's social media lore, responded to the campaign with a playful post, further amplifying its reach.