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Duolingo ‘killed’ its mascot with a Cybertruck, and it’s going weirdly well

Duolingo’s mascot, Duo the owl, is dead. Okay, Duo isn’t really dead (we think), but the language learning app committed so hard to this bit that its CEO, Luis von Ahn, read a eulogy for this beloved green bird on TikTok. As any fiction author could probably tell you, killing everyone’s favorite character is not […] © 2024 TechCrunch. All rights reserved. For personal use only.



Duolingo announced the fictional death of its mascot, Duo the owl, after being struck by a Cybertruck, as part of a marketing campaign to boost user engagement. This campaign led to a 25% increase in monthly active Android users and a record number of iOS downloads. Users could "save Duo" by completing lessons, which further engaged the community. The campaign strategically harnessed public sentiment against Elon Musk to enhance brand support.

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