Doulingo new marketing strategy and it went viral!!!
RIP doulingo owl bird ?
what’s Duolingo?
Duolingo is a language learning app launched in 2011. It gamifies the experience of acquiring the knowledge of a new tongue. The popular app reportedly had 103.4 million (10.34 crore) monthly active users in 2024.
To ensure people come back, Duolingo has tasked its mascot, Duo Keyshauna Renee Lingo – commonly known as Duo the Owl, to remind users to study the language by sending regular push notifications.
Death of owl :-
The language learning platform took to social media on Tuesday (February 11) to announce the death of its bird.
Lot of companies and people re-post this for their own benefit for example Microsoft copilot x account published a AI generated image that show case the funeral of green owl benefiting the doulingo app .
What we can learn from this marketing strategy ?
Leveraging Shock Value: By issuing the surprise "death" of a popular mascot, Duolingo generated a buzz that earned widespread attention. This tactic proves how shock measures can break through the noise and reach audiences effectively.
Immersive Storytelling: The story around Duo's death, such as a hit-and-run accident by a Tesla Cybertruck, gives depth to the narrative, and users are invited to continue reading and be a part of the mystery unfolding.
Cross-Platform Engagement: Duolingo used different social media platforms to share the narrative, encouraging response from celebrities such as Dua Lipa and companies including Netflix and Fashion Nova. This cross-platform approach maximizes reach and builds community engagement.
Embracing Dark Humor and Memes: The campaign strikes a chord by embracing dark humor and meme-tactic content to appeal to youth audiences and leverage user-generated content.
Creating Relevance: In producing such a salacious campaign, Duolingo solidifies itself as an engaged and groundbreaking company, which users will find consistently top-of-mind, differentiating the business from peers.
This campaign exemplifies how brands can use unconventional strategies to generate buzz, engage diverse audiences, and reinforce their market position.
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