With a tweet, Duolingo announced the death of its beloved/maligned mascot, Duo. The cause? All the people skipping their lessons. Now, they have announced a website where you can help bring Duo back to live, by also bringing back your dedication to your lessons.
The language learning platforms has long been known for their innovative ways of reaching their users. That includes the often memed Duo lurking in the shadows, to encourage, certainly not threaten, you to get back to learning.
This new move is a continuation of that style, amped up several notches. Beyond just reaching their users, this has captured media outlets across the world. It’s extreme, it’s playful, and we’re all talking about it. It’s marketing gold.
The Duo strategy resonates because it is not only extreme, funny, and witty, but because it is a continuation of a storyline that users have begun to follow. Duo has expanded beyond just a language platform bird to a solid way to build and sustain brand awareness. And despite the recent death of Duo, that is what really makes this brand come to life.
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