BY ROBIN LANDA,
Here’s what makes a great marketing stunt—and how to turn a moment into momentum.
Duolingo has perfected the art of social-first storytelling, transforming its iconic green owl mascot, Duo, into a pop-culture sensation. In a bold move that took its marketing stunts to new heights, Duolingo “killed off” its beloved mascot, igniting a frenzy across the internet and media outlets—only to later reveal that Duo had faked his death. While stunt marketing isn’t new, it remains highly effective when it breaks category conventions, delivering something unexpected and fun that generates interest and sparks curiosity about the brand.
There’s no advertising more potent than earned media. From NBC News to NPR, the media buzz about Duo was everywhere, even The New Yorker joining the fun. In one article, Julien Darmoni humorously speculated about the recently departed Duo’s final wishes for his funeral and the distribution of his estate. Word of mouth, earned media, and viral sharing—all sparked by a sassy stunt.
What began as a simple app icon change—featuring X’s over Duo’s eyes—quickly escalated into an elaborate digital spectacle, culminating in the owl’s dramatic demise by Cybertruck collision. According to Zaria Parvez, Duolingo’s senior global social media manager, the idea stemmed from the company’s routine biannual app icon updates, typically resulting in a spike in new users. However, this time, the team seized the opportunity to build a full-fledged narrative arc, proving that brand storytelling—especially in social media—thrives on unexpected, interactive, and culturally relevant moments.
So, what makes a great marketing stunt?
Relevance
The stunt must resonate with people’s behaviours or align with a cultural moment, subculture, or trend—whether it’s a nanotrend (extremely short-lived) or a microtrend (lasting months to a few years). It taps into memes, conversations, and cultural moments that capture people’s attention. Take Duolingo’s stunt, which echoes Planters’ 2020 Super Bowl campaign, where they dramatically ‘killed off’ and later resurrected Mr. Peanut. Mike Pierantozzi, former ECD of Vayner New York, offered an insightful take on the phenomenon of people mourning the deaths of fictional characters—like Iron Man—and he’s spot on. The emotional impact of such stunts taps into a shared connection with pop culture.
Never underestimate shared cultural connections on social media.
Disruption
Yes, you’ve heard it a million times, but it works. Breaking patterns is key to standing out and capturing attention in a crowded landscape.
Fresh
Something different, ideally original. It’s not just a remix or slight variation of what’s already been done but something that feels unexpected, differentiated, and memorable. Fresh ideas break conventions, offering a new perspective or a surprising twist that captures attention. While Planters killed off and resurrected Mr. Peanut, Duolingo took the concept further. They crafted an elaborate narrative arc around its mascot, Duo, building intrigue and engagement over time, culminating in a dramatic, Cybertruck-fueled demise. The difference? A fresh execution that didn’t just grab attention—it sustained it with an evolving, zany story.
Narrative arc
Duolingo’s stunt of “faking” Duo the Owl’s death and subsequent resurrection aligns with the product and brand’s larger narrative arc. The stunt wasn’t just a marketing ploy—it was an extension of Duolingo’s unique voice and storytelling approach. In a post on X, Duolingo captured the moment perfectly: “Faking my death was the test, and you all passed,” accompanied by a montage implying that Duolingo users had brought Duo back to life by diligently completing their daily language lessons.
This stunt was humorous and organic to the brand’s emphasis on user engagement and transformed a potentially singular act into a culturally significant event. Duo’s death and revival directly correlate to the app’s core proposition—users regularly use the platform to practice their language skills. In this way, Duolingo cleverly integrated product interaction into its marketing narrative, creating a sense of involvement that felt personal and rewarding to users.
Duolingo has long used offbeat, humorous marketing tactics to differentiate itself in the crowded language learning space. These stunts, like the death of Duo, are more than just quirky brainrot—they are part of an evolving brand story that enhances its relatability, fosters a strong emotional connection, and keeps the brand salient. As a result, Duolingo not only entertains but also reinforces the central message: consistency and engagement lead to success.
This narrative approach has undoubtedly worked in Duolingo’s favour. According to Duolingo’s Q4 earnings report, the brand reached its highest-ever quarterly bookings, revenue, daily active users (DAUs), and net new subscribers by the end of 2024. Luis von Ahn, Duolingo’s co-founder and CEO, highlighted that the company’s success was driven by its product-led strategy and continued emphasis on user engagement.
The brand’s ability to generate media buzz and stay in the cultural conversation through stunts like these demonstrates Duolingo’s savvy in creating marketing moments deeply connected to its product and its experiences. Duolingo’s approach ensures it stands out on social media, where consumers are bombarded with countless messages, drawing users into its playful, meaningful, and profoundly integrated world.
And very significantly—so crucial that Greg Braun, retired Dp. Global Chief Creative Officer of Commonwealth/McCann, and I wrote a book about it—a campaign or stunt should be “shareworthy.” It must be bold enough to inspire sharing and generate buzz. Audiences are drawn to entertainment with unexpected twists or outrageous behaviour—whether in films, novels, reality TV or live-action stunts.
This demand drives brands to take risks, challenge expectations, and create memorable experiences. The excitement and unpredictability of these marketing stunts tap into the same impulses that fuel engagement with unconventional entertainment. This approach sparks conversation and sustains lasting buzz by leveraging shock value, surprise, and emotional connection.
Feature Image Credit: Illustration: Inc; Photo: Courtesy Duolingo, Getty Images
