Duolingo’s beloved mascot, Duo the Owl, has met an untimely end—at least, that’s what the company wants you to believe. In a bold and bizarre marketing stunt, the language-learning app has declared Duo “dead” after being hit by a Cybertruck. The campaign was taken so seriously that Duolingo’s CEO, Luis von Ahn, even gave a heartfelt eulogy for the green owl on TikTok.
@duolingo Duo’s streak on earth has ended, but not his legacy. #RIPDuo #RIPEveryone ♬ original sound – Duolingo
You might think that killing off a popular mascot would be a marketing disaster, but Duolingo has managed to turn it into an advantage. The announcement was so over-the-top that it captured global attention, driving more users to the app than ever before.
“As I’m sure you’ve seen by now, Duo was hit by a Cybertruck,” von Ahn stated in the video. “And it looks like, in fact, every single character at Duolingo is dead.”
@duolingo UPDATE: Reward for whoever can identify the driver. Please post any leads on TikTok. Thank you for your patience with us during these trying times. #RIPduo ♬ original sound – Duolingo
The dramatic statement set off a wave of reactions online, with fans mourning the fictional loss while engaging even more with the app. The quirky and unexpected nature of the stunt has played into Duolingo’s established reputation for offbeat, sometimes chaotic, marketing strategies.
A surprising boost in engagement
Despite (or perhaps because of) Duo’s “death,” Duolingo has seen a surge in user engagement. According to Similarweb, a digital market intelligence provider, the app’s monthly active Android users increased by 25% year over year worldwide following the campaign. The impact was immediate—global downloads on Android spiked by 38% the day after the announcement, while web searches for Duolingo shot up by 58%.
While seemingly absurd, this stunt taps into a broader trend of unconventional marketing. Duolingo has never shied away from bizarre promotional tactics, from its notorious push notifications that guilt-trip users into completing their lessons to its social media presence, which often feels more like a comedy act than a corporate account.
Duo’s “Death by Cybertruck” also provided an unexpected outlet for public frustration with Elon Musk. As Musk’s business decisions continue to make headlines, some users saw the campaign as a playful jab at the Tesla mogul, adding another layer of intrigue to the marketing move.
You can help bring Duo back
The campaign doesn’t end with Duo’s demise. Duolingo has launched an initiative urging users to help “save” the mascot. The tagline? “Duo or die.”
By completing lessons and maintaining learning streaks, users can earn enough in-app points to revive Duo. A dedicated website tracks progress toward bringing the owl back, though it’s unclear exactly when or how the campaign will conclude. One thing is sure—Duo isn’t gone for good.
It’s unlikely that Duolingo would permanently eliminate such a recognisable marketing asset. While some users find the app’s engagement tactics a little aggressive—like receiving notifications about a friend falling behind on their lessons—Duolingo’s approach is undeniably effective. The Cybertruck stunt proves that even the most absurd campaigns can drive real engagement when done right.
As von Ahn summed up in his TikTok eulogy, “His mission was clear: Make education accessible, one terrifying notification at a time.”
