Duolingo’s Bold Marketing Move: Killing Off Its Beloved Mascot

In a shocking turn of events, Duolingo, the popular language learning app, has “killed off” its iconic mascot, Duo the owl. The company’s CEO, Luis von Ahn, delivered the news in a tongue-in-cheek eulogy on TikTok, blaming the owl’s demise on a Cybertruck.

This unorthodox marketing stunt has raised eyebrows, but it’s also generated significant buzz around the app. According to Similarweb, a digital market intelligence provider, Duolingo’s monthly active Android users jumped 25% year over year worldwide following the campaign. Global downloads on Android also surged 38% the day after the announcement, with web searches increasing by 58%.

On iOS, the day of Duo’s “death” saw the highest number of worldwide downloads for Duolingo so far this year, per app analytics firm Appfigures. Daily downloads spiked 15% higher than this year’s average, reaching around 172,000.

So, what’s behind Duolingo’s bold move? By “killing off” its mascot, the company may be tapping into the public’s fascination with Elon Musk’s empire, particularly the Cybertruck. This clever marketing ploy allows users to channel their feelings about Musk’s influence while engaging with the Duolingo app.

Duolingo has since launched a campaign to “save” Duo, encouraging users to complete lessons and maintain their learning streaks to earn in-app points. This interactive approach has helped to sustain the buzz around the app, with users eager to revive the beloved mascot.

While some may find Duolingo’s aggressive engagement tactics annoying, the company’s willingness to take risks and push boundaries has undoubtedly paid off. As CEO Luis von Ahn noted in his TikTok eulogy, “His mission was clear: Make education accessible, one terrifying notification at a time.”