From Subtitles to Lessons: Duolingo & Squid Game Campaigns

Duolingo’s strategy roots itself in a compelling insight: after Squid Game Season 1, the platform saw a 40% increase in users signing up to learn Korean. Recognizing the powerful connection between entertainment and education, Duolingo seized the opportunity to align its brand with the highly anticipated second season. This not only taps into fans' enthusiasm for Squid Game but also encourages a deeper cultural and linguistic appreciation of the series.

By adding over 40 Squid Game-themed keywords and phrases to its Korean course, Duolingo offers fans more than entertainment; it invites them to engage with the series on a linguistic and cultural level. This alignment makes language learning feel relevant and rewarding, bridging the gap between binge-watching and personal growth.

The campaign’s slogan, “Learn Korean or Else,” encapsulates Duolingo’s signature blend of humor and intimidation while drawing a direct connection to Squid Game’s high-stakes premise. Known for its cheeky phrases like “Japanese or Broken Knees” and “Spanish or Vanish,” Duolingo twists its mascot's reputation as a persistent enforcer of lessons into something even more sinister. Duo the Owl dons the infamous Pink Guard uniform, embodying both brands' menacing yet humorous tone.

This integration of a familiar mascot with the suspenseful energy of Squid Game highlights Duolingo's knack for balancing playfulness with creativity. The campaign becomes a promotional tool and an interactive experience, keeping fans engaged and entertained.

Duolingo’s approach is a textbook example of effective multi-platform marketing. Offline, cryptic Korean messages take over Los Angeles and New York City billboards, challenging passersby to “learn Korean to stay safe.” Duo the Owl and his Pink Guards hacked Netflix’s Sunset Boulevard marquee in one standout stunt, swapping English text for Korean. These bold activations amplify intrigue while giving casual audiences a memorable visual hook.

Online, Duolingo employs a mix of suspense and interactivity. Teaser videos and a choreographed music video, complete with a K-pop remix of Squid Game's eerie theme, showcase Duo and the Pink Guards in action. Platforms like TikTok, Instagram, and YouTube amplify this content, drawing in users with challenges and viral dance trends. A voice-activated TikTok filter, inspired by the Red Light, Green Light game, brings a gamified element to language learning. These touchpoints ensure the campaign reaches a broad audience.

At its core, this campaign is a brilliant exercise in cross-promotion. Squid Game’s global audience is encouraged to engage with Duolingo to experience the series in its authentic form, while Duolingo users are nudged to immerse themselves in Netflix’s iconic show. The synergy between the two brands creates a feedback loop: fans of one are introduced to the other, fostering a shared audience and mutual benefit.

The “Learn Korean or Else” campaign offers valuable lessons for brands aiming to capture audience attention in a crowded marketplace. By seamlessly blending education with cultural relevance, Duolingo and Netflix have demonstrated the importance of meeting consumers where their interests lie. This campaign shows that leaning into pop culture moments can create opportunities to engage audiences on multiple levels—entertainment, education, and emotional connection.

Brands can take away key strategies from this collaboration: use humor and creativity to make messages memorable, tailor content to fit their audience's cultural context and employ multi-platform campaigns that combine offline spectacle with online interactivity. Moreover, companies can foster deeper audience engagement and loyalty by emphasizing shared experiences—the thrill of a suspenseful series or the satisfaction of learning something new. The success of this campaign is a reminder that bold ideas when paired with authenticity, can transform marketing from mere promotion into a dynamic and meaningful experience.