Duolingo’s viral marketing stunt announcing the “death” of its beloved mascot, Duo the Owl, has taken the internet by storm. The language-learning app posted a mock obituary for Duo, jokingly blaming users’ procrastination for his demise. The campaign escalated with videos of Duo being carried away in a coffin and later appearing to be run over by a Tesla Cybertruck.

The announcement sparked widespread reactions from brands and public figures, with the World Health Organization, Netflix, and the European Space Agency joining in the joke. Dua Lipa, whom the owl once called “mommy,” humorously acknowledged the stunt, while gaming franchises like Halo and Assassin’s Creed created tribute images. Some speculated that Duo’s “death” was an attempt to dodge controversy after he playfully mocked Drake during the Super Bowl.

 

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The campaign has drawn comparisons to the 2020 Mr. Peanut stunt, where Planters killed off its mascot before reviving him. Now, Duolingo is asking users for clues about Duo’s “killer,” hinting at an eventual resurrection.