Duolingo shares PR secrets of viral ‘Death of Duo’ campaign

The team attributes its success to its ability to adapt on the fly and collaborate.
Duolingo users who opened their app on Feb. 11 found the familiar green owl mascot dead – tongue out, eyes replaced with cartoonish Xs.
It wasn’t a simple logo tweak. It marked the start of one of the most bizarre and viral campaigns in the language app’s 14-year history.
 
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Most recognized the drama as a cl