App to Icon: How Duolingo's Mascot Spread His Wings

Green Owl or A-List Celebrity?

The infamous Green owl loved indulging in some of the hottest events of the season, making appearances from stage to stage. Last Fall, Duolingo's marketing team developed a strategic campaign stunt to place their mascot at the Charli XCX tour with Troye Sivan. In a stylish manner, Duo arrived at the venue wearing a brat shirt, showing his support to Charli and engaging with fans.

Eventually, Duo was escorted off the premises; however, this is not where the stunt ended. As the concert began, multiple Duo mascots sang and danced in the mosh pit, capturing Charli's attention. Moments later, the renowned singer gave Duolingo a shoutout, screaming, "Duolingo right there baby". This performative stunt initiated greater talk around the mascot, as hundreds of individuals saw Duo's existence in real time.

A Ploy to Capture Celebrity and User Attention

Duolingo has built strong relationships with users that extend beyond in-person experiences. Using experiential marketing to build a supportive fan base online, many individuals have become emotionally invested in Duo. In an attempt to increase app engagement, Duolingo's team created one of the most bizarre and unorthodox campaigns. On February 11th, Duolingo's Instagram posted to fans that Duo, the Duolingo Owl, had passed away. Afterward, reels were released displaying that Duo had been hit and killed by a CyberTruck. The team even went to lengths to create a mock funeral, in which Duo was carried away in a coffin.

Generating over two million likes and 600 thousand shares, everyone wondered, was Duo dead? Quite the opposite, and the creative team had never felt more alive. Days later, the app created a challenge stating that in order to bring Duo back to life, users had to gather a certain number of XP on Duolingo, which are points for completing lessons. Globally users worked together, raising a significant amount of XP to bring Duo back. Additionally, Duo's death sparked a conversation with popular singer Dua Lipa, whom the mascot had always had unrequited admiration for. He completed his double-sided mission when Dua Lipa commented, "Til' death duo part," causing an even larger Internet frenzy. Ultimately, Duo was revived.

Although the campaign was victorious and gathered significant attention, Duo's death provoked emotional responses from multitudes of users and fans, confirming that Duo the Owl had a notable influence on his fan base. Duo had become more than a mascot to many, but a familiar and friendly face.

Creativity Is a Necessity

Each of Duolingo's campaigns embraces the importance of building a brand image. One that connects with users and audiences on an emotional level. Each campaign positions Duo as more than an exciting personality, but engages with users to become a real-life presence. Similarly, creativity and authenticity are two key aspects that Likey Co specializes in when building customer relationships. We use our strategic experiential marketing skills to create genuine experiences, that showcase who we are and what we represent.

By Caitlin Egan

It goes without question that failure is not fun. None of us enjoy it. However, when we do fail, we learn to dance in the rain. We take the fundamental steps towards success, and how we view the failure is actually instilled within us at a young age.

The moment you realize failure holds the keys to a booming future, everything changes.

Besides being criminally underrated, Disney's, Meet The Robinsons exemplifies the idea that failure is both inevitable and vital for one's success journey. The movie centers around a young inventor named Lewis, who faces numerous setbacks but ultimately learns to embrace failure as a crucial step in his growth. He goes from viewing failure as a source of shame, to seeing it as an incentive to "keep moving forward." In fact, he embraces that theme so heavily, that he ends up becoming a renowned inventor. As cheesy as a Disney film may be, anybody could learn from Lewis's story if they look inward.

The Messages We Receive During Our Youth Matter

The messages we put into a child's mind about failure at a young age can make a difference in the trajectory of their lives. When we teach kids the importance of perseverance, we implement the message that failure is just a way for them to improve. If they become terrified of failure, many will likely shut down and fear trying again.

"A Person Who Never Made a Mistake Never Tried Anything New" - Albert Einstein

Elon Musk faced several challenges with Tesla early on. The company struggled with quality control issues, production delays, and financial instability. It got so bad, that Tesla came close to bankruptcy in 2008. However, Musk remained persistent. He secured funding, implemented better production practices, and focused on marketing the brand’s sustainability mission. Today, we recognize Tesla as a leader in the electric vehicle market with great innovation and commitment to renewable energy.

...and before Elon Musk, lived the one and only Steve Jobs. Most are aware that he co-founded Apple, but many don't know that he was kicked out of the company in 1985 because of internal power struggles. During his absence, he founded NeXT, a computer platform development company. While NeXT didn’t achieve significant commercial success, it created advanced technology. Things came back around, as Apple acquired NeXT in 1997, bringing Jobs back to the company. He then led a remarkable turnaround, launching iconic products like the iMac, iPod, iPhone, and iPad, ultimately transforming Apple into one of the most valuable companies in the world.

At Likey Co., we believe that elasticity is key. As quoted by Taylor Swift, "If you're experiencing turbulence or pressure, that probably means you're rising." You cannot make a dent in discovering your greatest potential if you allow yourself to be paralyzed by setbacks.

A.I. advancing in robotics, creativity and beyond

Contributing Editors: Lily Curley & Michael DiBugnara

Artificial intelligence has become a very hot topic. The advancements in the sector have ignited both excitement and confusion. There is a notable fear of what could develop in the future too. 

AI is exponentially speeding up the development of robotics. XPrize Foundation founder Peter Diamandis has a prediction. He believes that millions or even billions of robots that look and move like people could integrate into consumers' homes and workplaces in the near future. This will is due to technological breakthroughs including artificial intelligence and a looming labor shortage. 

Elon Musk announced that Tesla may start selling its Optimus humanoid robot next year. The automaker plans to use the robot in its own factory by the end of the year.

But the usages for AI go far beyond developing humanoids. In April, they New York Times published an article “35 Ways Real Ways People are Using A.I. Right Now”. They cited varying examples such as transcribing, writing, coping, organizing and yes, creating. 

Artificially Creative

In recent years, AI has stormed into the creative realm like an unexpected guest at a dinner party. Some welcome its arrival with open arms, while others eye it suspiciously from across the room. But regardless of where one stands on the AI spectrum, its impact on creativity is undeniable. 

Take UNLIMITED's The Human Understanding Lab, for instance, where Director Simon Collister embraces AI as a tool for enhancing creative expertise. Using AI tools like Luca, UNLIMITED streamlines data analysis and crafts strategies with lightning speed and precision. While some may view this as a leap forward, others might see it as a step into the unknown, fraught with uncertainties.

Luca's capabilities go beyond mere data crunching—it identifies target audiences, crafts psychographic profiles, and tailors campaigns to specific demographics. For some, this level of personalized precision is a boon; for others, it's a cause for concern, raising questions about privacy and ethics in the digital age.

Yet, UNLIMITED is not alone in its AI adventure. Across the creative industry, practitioners are exploring the possibilities AI offers. From predictive analytics to content generation, AI serves as both a boon and a bane. It offers efficiency and innovation while raising ethical and existential questions.

Artificial Friendships of Intelligence for Creativity

In this ever-evolving landscape, the debate rages on: Is AI a friend or foe to creativity? The answer likely depends on who you ask. But regardless of one's stance, the reality is that AI is here to stay. A.I. advancements in the world of creativity are significant. Whether we embrace it wholeheartedly or tread cautiously, it will continue to shape the industry for years to come.

So, as we navigate this brave new world of AI-infused creativity, let's keep an open mind and a critical eye. The robots we fear are already here. And they are creative. But fear not: the future of creativity lies not in the hands of machines alone but in the choices we make as creators and innovators.