Duolingo Has Just Killed Off Its Owl Mascot, Its Biggest PR Stunt Yet

Language-learning app Duolingo has just killed off its incredibly popular (and slightly unhinged) owl mascot in what could be its biggest PR stunt yet.

“It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead," Duolingo said in a statement on social media. It added that authorities are investigating and that they are cooperating fully.



“Tbh, he probably died waiting for you to do your lesson, but what do we know," it added in its classic snarky tone.

"We're aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments. If you feel inclined to share, please also include your credit card number so we can automatically sign you up for Duolingo Max in his memory."

It later asked that people should simply do a lesson on the app instead of flowers to honor Duo's memory.

As a PR stunt, this fictional death was certainly a hit. The sentiments of online conversations were mixed at 20.6% positive and 27% negative, according to media intelligence firm CARMA.



Both sentiments stem from memes and humorous posts which began flooding the Internet quickly. The official action game Assassin’s Creed account posted a photo superimposing Duo on a dead character. “Requiescat in pace,” it wrote.

Netflix also took a jab at the stunt by posting clips from its highly popular series, Squid Game saying, “Duo the owl has been eliminated.”



Duo has long been an Internet favorite, frequently hopping onto trends, commenting on pop culture moments and even cosplaying as Taylor Swift one time.



Its antics and PR tactics have given the brand a story and built a strong community of people rallying for it which makes its death an interesting chapter for the brand. Time will only tell what Duolingo has up its sleeves next.