Subscribe & Follow
Trending
Advertise your job vacancies
Jobs
- CRM and Direct Marketing Manager Cape Town
- Agency Lead Centurion
- Digital / Online Campaign Manager Johannesburg North
- Campaign Coordinator Cape Town
- Senior Trade Marketing Manager Johannesburg
- Experienced Model Booker (Agent) Cape Town
- B2B Marketing Consultant George
- Senior Marketing Coordinator Johannesburg
- Junior Copywriter and Proofreader Cape Town
- Marketing Manager Johannesburg North
Duolingo's owl 'killed' by Tesla Cybertruck in viral campaign
14 Feb 2025
The internet is in mourning—sort of. Duo, the beloved (and occasionally menacing) green owl from Duolingo, has “died” after being hit by an unruly Tesla Cybertruck. At least, that’s the premise of a recent viral campaign that has sent social media into a frenzy.
The bird was allegedly 'killed' by a Tesla Cybertruck.
But how did a fictional owl’s “death” become a marketing ploy?UPDATE: Reward for whoever can identify the driver. Please post any leads on Twitter.
Thank you for your patience with us during these trying times. #Ripduo pic.twitter.com/zv8QxtNh9E
— Duolingo (@duolingo) February 12, 2025
an important message from Duolingo pic.twitter.com/jTTT680yVs
— Duolingo (@duolingo) February 11, 2025
Duolingo’s genius in letting the internet play along
Duolingo has long embraced its meme-worthy status, leaning into the idea that Duo will “hunt you down” if you skip your Spanish lessons. Instead of fighting against this narrative, Duolingo has amplified it—dropping cryptic posts and letting social media users drive the story. When whispers of Duo’s demise spread online, the brand didn’t just acknowledge it; they ran with it, fueling speculation with dramatic funeral imagery and eulogies.
Other brands are cashing in
Smart brands know that riding the wave of a viral moment can bring massive engagement. And they’re doing it in spectacular fashion.
duo the owl has been eliminated pic.twitter.com/Qly2NAYbWH
— Netflix (@netflix) February 11, 2025
Assassin’s Creed, Netflix (Squid Game), Ketnipz and more engaged by joining in the mourning. Netflix particularly alluded to Duo dying because of a game.
Requiescat in pace, @duolingo ... https://t.co/8nJvnojqhY pic.twitter.com/gC86ab1ZnD
— Assassin's Creed (@assassinscreed) February 11, 2025
Why this works
This moment encapsulates what makes modern brand marketing so powerful:
1. Participating in the culture – Rather than forcing a campaign, brands that hop onto trends in an authentic way stay relevant and relatable.
2. Humour and absurdity win online – The internet thrives on inside jokes, and by joining in, brands earn social currency.
3. Engagement through shared storytelling – Fans love when brands join their narratives, making interactions feel less like ads and more like conversations.
Let's see what happens next.
About Karabo Ledwaba
Karabo Ledwaba is a Marketing and Media Editor at Bizcommunity and award-winning journalist. Before joining the publication she worked at Sowetan as a content producer and reporter. She was also responsible for the leadership page at SMag, Sowetan's lifestyle magazine. Contact her at karabo@bizcommunity.comRelated
Facebook agrees to halt targeted ads for UK user after legal challenge 11 hours What’s holding businesses back from mastering personalisation? 13 hours Warc Effective 100 ranks world’s most awarded campaigns and companies for effectiveness 1 day The evolving battle over social media moderation: Free speech vs regulation 1 day TikTok's ad chief Blake Chandlee to step down during company shake-up 1 day Tseliso Rangaka named Accenture Song's chief creative officer in South Africa 2 days
