The Day Duo Died
In February 2025, just after the Super Bowl, Duolingo announced the “death” of their owl mascot. The post exploded. Over 140 million views. Thousands of memes. Responses from brands, celebrities, and everyday users across TikTok, Instagram, and X (formerly Twitter).
It was undeniably attention-grabbing. But was it actually meaningful? Or just another brand manufacturing a moment? To answer that, we need to look at what came before – and how Duolingo’s social listening shaped what came next.
When Listening Beats Talking
Back in 2017, users began making memes about Duo the Owl’s “passive aggressive” push notifications. Duolingo had two options: push back or play along.
They chose the latter. And it paid off.
As Duolingo’s social media manager Zaria Parvez told NBC News in 2021:
“The meme of Duo has been known to be persistent and pushy… and we asked ourselves, ‘How could we make it relatable to ordinary people, but also make it super funny?’”
By leaning into the joke, the brand embraced its audience’s voice and built a character that could evolve with the culture.
Riding the Zeitgeist: The Cybertruck Revelation
Duo’s supposed death-by-Cybertruck wasn’t random. It was strategic.
The Tesla Cybertruck was already a cultural talking point – divisive, absurd, meme-worthy. By placing it in their storyline, Duolingo jumped on the moment without feeling like they were chasing it.
The tone – “Reward for whoever can identify the driver” – was ridiculous but consistent. The campaign blurred the line between stunt and story, and that’s what made it work.
Finding Love in Unexpected Places
The long-running saga of Duo and pop star Dua Lipa started as a joke. Users confused or linked the names. Rather than correct them, Duolingo leaned in.
It culminated in Duo “proposing” outside a concert in 2022, and when the brand announced Duo’s death in 2025, they added:
“We appreciate you respecting Dua Lipa’s privacy at this time.”
Dua replied:
“Til’ death duo part 💔”
It was funny. It was risky. And it raised questions: where’s the line between engagement and exploitation? The key takeaway here is the importance of consent – especially when real people get drawn into fictionalised brand narratives.
A Tale of Three Platforms
This wasn’t a single campaign. It was three, tailored to platform culture.
TikTok: Chaos and Collaboration
Duo’s “unhinged” persona had long flourished on TikTok. The death sparked funeral parades, conspiracy theories, and even fan fiction. The platform’s culture of participatory storytelling turned the moment into a kind of crowd-sourced theatre.
X: Brands Play the Game
On X (formerly Twitter), brands joined the wake. Netflix spoofed Squid Game. The World Health Organization jokingly ruled out smallpox. The European Space Agency posted: “Someone forgot their space suit.”
It was all part of a mutually beneficial attention economy: brands engaging for the algorithm, not each other.
Instagram: Mourning in Pictures
Instagram became a digital shrine. Tribute posts. Fan art. Soft visuals. It was also where Duolingo revealed Duo’s cause of death – again, tailored to tone.
Across all three, Duolingo didn’t just repost the same message. They adapted the story to fit the culture of each platform.
What This Means for Your Brand
Duolingo’s campaign offers four clear lessons:
- Listen first. Pay attention to how your audience already talks about you.
- Adapt per platform. Don’t cross-post. Translate.
- Move fast. But only within a voice you’ve already built.
- Build a character. A consistent tone over time buys you freedom when it counts.
Where Do We Go From Here?
In a fragmented social landscape, brands that listen in real time are the ones that connect. Duolingo shows that social sentiment isn’t just a way to measure success – it’s a tool for building creative strategy.
But there’s a line. Manufactured moments can feel fake unless they grow from authentic engagement. The smartest brands are the ones who blur that line so effectively, their strategy feels like spontaneity.
If you want to listen better – and act smarter – get in touch with BuzzRadar to explore what real-time social data can do for you.
Marc Burrows Published on March 4, 2025 4:00 pm