Duolingo's mascot Duo was humorously 'killed off' by the language-learning app's marketing team following a meme response to a Super Bowl performance by Kendrick Lamar. A mock-somber social media post described the fictional demise, suggesting Duo's death was due to users not completing their lessons. The campaign escalated with a coffin transport video and various brands reacting, fostering a viral moment. Notably, pop star Dua Lipa engaged with the narrative, adding an element of celebrity curiosity around the playful mourning of Duo. The entire initiative lit up social media and engaged users efficiently.
The mascot Duo’s fictional death was used to engage users, humorously emphasizing the importance of staying connected with their language-learning lessons.
Duolingo's marketing strategy cleverly merged a cultural moment with their mascot's demise, turning a meme into a viral campaign that included responses from various brands.
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