Language learning app Duolingo recently revealed some sad news – its iconic owl mascot Duo, was dead. Well, surprise! After a dramatic fake death, the beloved bird is back, returning to berate avid linguists in a dramatic resurrection for the ages.
Duolingo is known for its impactful branding thanks to its legendary mascot, so when the bird’s untimely demise was announced it seemed like a sacrilegious marketing move – in fact it was quite the opposite. With fans flocking to pay their respects by completing their language lessons (it’s what Duo would’ve wanted, of course), the brand drummed up some serious engagement through the guide of collective mourning. Little did fans know the bird would soon be back with a bang.
Announcing Duo’s grand return in a playful Instagram post, fans were divided by the resurrection, with some overjoyed while others felt understandably deceived. “The emotional manipulation was real,” one user wrote while another scathingly chimed in “If you needed attention that badly you could have just said so”. Duo’s resurrection even struck fear in some fans, with one writing “He’s gonna smite me upon his return.”
While I’d typically be against cheap shock tactic campaigning, Duolingo’s over-the-top, offbeat branding has built a strong identity hinged on virality and personality, earning it a pass from me. In essence, it was only a matter of time before the brand killed off (and subsequently revived) its iconic mascot, but the question remains – how do you top a fake death? So far Duolingo has skirted on the border of stale brands using ‘relatable’ marketing tactics to appear less corporate. Seemingly using its ultimate trump card, it’ll be interesting to see what Duolingo has in store next and whether it can avoid the trap of cringey desperate branding.
If you missed it check out our initial reaction to Duo’s untimely death (pre-resurrection). For more ‘viral’ branding take a look at why McDonald’s meme marketing is a flop.
