Language learning app Duolingo revealed that its imaginary owl mascot, Duo, has perished in a tragic Tesla Cybertruck accident — and the world has come together to say “rest in peace,” “descanse en paz” and “ご冥福をお祈りします.”
“It is with heavy hearts that we inform you that Duo, formally known as the Duolingo Owl, is dead,” the company wrote in its latest viral marketing stunt on X Tuesday. “We’re aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments.”
The company followed up Wednesday with a video from the scene of the crime, which saw Duo comically get struck by the driver of a Cybertruck in a fiery collision and proceed to float dramatically into space.
“Reward for whoever can identify the driver. Please post any leads on Twitter,” the video’s caption read.
Ebrahim Mazaheri, an assistant professor of marketing at Wilfrid Laurier University, praised the company for its marketing ingenuity.
“Duolingo is a classic example that we always use in class,” he said. “It’s just an example of how companies should use social media, because people are there for entertainment. They’re not necessarily there to buy products.”
Mazaheri speculated that Duolingo might introduce a new mascot after the demise of their beloved owl. It’s also possible for them to bring Duo back after a period of mourning, he added.
In their official brand guidelines (playfully entitled “Duos and Duont’s), Duo is described as “a day owl” who “isn’t nocturnal.” In its post announcing his death, Duolingo revealed that Duo was born in the year 1000 BC.
Duolingo’s Spanish account likewise expressed its sadness, writing that “the world feels a little emptier without his light, but his memory will live on in each one of us,” while the company’s Brazilian account posted a picture of Duo and the now-retired Twitter bird reunited in heaven.
The initial post announcing Duo’s passing, which has racked up more than 110 million views, spawned a torrent of fanart and posts from users, brands and even the World Health Organization (WHO).
“May your cause of death be identified ASAP,” the WHO jokingly posted. “One thing we know for sure: It’s not smallpox, because the disease has been eradicated since 1980.”
Elsewhere, singer Dua Lipa weighed in on Duo’s passing, cereal mascot Cap’n Crunch “raised a bowl” in Duo’s honour and the official accounts for Xbox, Chipotle, the Miami Dolphins and Atari posted satirical memes.
While the stunt raked in hundreds of millions of views, Mazaheri noted engagement doesn’t always translate into customers.
“In terms of engagement, for sure it’s going to work,” he said. “The question is, what percentage of those people are going to convert?”
As of Thursday morning, there seemed to be signs of its marketing effort paying off — the company’s stock rose by over 20 per cent.
