Duolingo is a widely popular platform for learning different languages. It has become a go-to app for millions of learners worldwide and a cultural phenomenon.
One of the most memorable and entertaining aspects of Duolingo is its mascot: Duo the Owl.
While Duo was originally introduced to learners as a friendly, cartoonish character that guides them during their language-learning journey, the owl has taken on a life of its own with each interaction with its users.
This is especially seen with the “death” and “revival” of Duo the Owl. This narrative with Duo has evolved from a humorous internet joke to an effective marketing tool, adding a layer of engagement to the app’s educational approach.
During the period before Duo’s “death,” Duolingo would send aggressive reminders to its users to keep practicing their language lessons. These reminders jokingly warned users that Duo the Owl would die if they didn’t stay consistent with their lessons.
The Duolingo platform decided to have Duo the Owl “die” which elicited various reactions from its users.
Many users saw it as a funny marketing campaign, often sharing funny versions of Duo “dying” when they neglected their lessons, while others were sad about Duo’s supposed passing.
Rachel Cong, a senior at ERHS, comments “I’m so sad, the owl used to be my best friend in 2020. I think if they actually got rid of the mascot for a new one I’d be sad honestly.”
This became a widespread meme on the internet as they speculated the hidden backstory behind the reason for Duo’s death. The Duolingo platform embraced this meme and continued it for roughly 2 weeks before announcing a twist that some users weren’t expecting.
The company “revived” their mascot, Duo the Owl, whenever users returned to their lessons. This “revival” was a playful way to encourage users to resume their learning, the cycle of death and revival becoming integrated in Duolingo’s marketing which made it more relatable and engaging.
Rebecca Bertelsen, a senior at ERHS, adds “I wasn’t aware of the owl’s death, but I’m glad to hear he’s ok. He’s a very whimsical mascot. I’d be sad if he was still dead.”
The concepts of “death” and “revival” tie into Duolingo’s gamified approach which encourages its users to stay engaged through streaks, points, and levels. The lingering idea of Duo’s “death” reminds users to continue practicing while its “revival” shows they could always come back if they returned to their lessons.
The meme of Duo “dying” and coming back spread like wildfire across social media, helping bring more coverage of Duolingo by reaching more people through humor.
This became an important part of Duolingo’s brand, blending learning with entertainment and motivating its users in a fun way to continue their learning.
Overall, the “death and revival” meme of Duo the Owl has turned into a powerful motivational tool for its users, using humor to encourage users to keep practicing.
This has helped keep Duolingo relatable and engaging, ensuring that its users stick with their language-learning journey while having fun interactions with the platform.
