By Staff Writer: Kayla Reichenbach
Duolingo has once again mastered the art of viral marketing, this time by “killing off” its beloved green owl mascot in an elaborate stunt that sent social media into a frenzy.
On Feb. 11, the language-learning app posted a dramatic announcement on X: “Duo, formally known as The Duolingo Owl, is dead.” The brand, known for its chaotic and humorous online presence, followed up with a video revealing that Duo had been fictitiously hit by a Tesla Cybertruck. The stunt quickly spiraled into a full-blown internet spectacle, with users and major brands jumping in to “mourn” the owl.
This kind of offbeat marketing is nothing new for Duolingo, whose social media strategy thrives on humor, pop culture references, and what experts call “unhinged marketing.” By leaning into absurdity rather than traditional advertising, the brand has transformed Duo from a simple mascot into a cultural icon. Whether it’s Duo’s one-sided “rivalry” with Google Translate, its fictional crush on Dua Lipa, or the app’s notorious notifications that guilt-trip users into practicing, Duolingo has built an entire personality around its brand.
The campaign wasn’t just for laughs, though. Duolingo gamified the event, encouraging users to complete lessons to “save” Duo. The result? A spike in app downloads and engagement.
Marketing experts have praised Duolingo’s approach as brilliant, noting that by embracing internet humor and engaging directly with Gen Z, the company has created a brand identity that feels authentic rather than forced. It’s this willingness to be bold, weird, and unpredictable that has made Duolingo one of the most talked-about brands on social media.