In an unconventional marketing campaign, Duolingo has announced the “death” of its beloved green owl mascot, Duo. The language-learning app took to social media on February 11 to reveal the news, stating, “It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead.”
The company humorously suggested that Duo may have died while waiting for users to complete their language lessons. The post also joked about users sharing their credit card numbers to be automatically signed up for Duolingo Max in the mascot’s memory.
A Duolingo spokesperson later confirmed to a media organisation that the announcement is part of a new brand marketing campaign, adding that the company does not actually want people to share their payment details.
It is understood that Duo has been a key figure in Duolingo’s marketing, often portrayed as a persistent, sometimes chaotic, reminder to users to complete their lessons. The bird’s quirky personality and viral presence have helped solidify Duolingo’s distinct social media identity.
The campaign has drawn significant attention, with the company’s social media accounts teasing an ongoing “investigation” into Duo’s demise. “We know no owl as dedicated as Duo just drops dead without a story,” a spokesperson told E! News, hinting at future updates.
This isn’t the first time Duolingo has made headlines for unconventional marketing. Last year, the company staged an April Fool’s Day stunt promoting a fake four-hour musical, Duolingo on Ice!. The owl has also made appearances at events like Berlin Fashion Week. While some fans are mourning Duo’s fictional passing, the campaign has successfully sparked engagement. Whether the owl makes a dramatic return remains to be seen, but for now, Duolingo continues to push boundaries with its bold and humorous marketing strategies.