Campaign Overview
Duolingo and Netflix have teamed up for a darkly humorous campaign, “Learn Korean or Else,” capitalizing on the global hype around Squid Game Season 2. The initiative blends language learning with the show’s dystopian aesthetic, featuring:
Duo the Owl as a Pink Guard: Duolingo’s mascot reimagined as one of the show’s enforcers, threatening users to complete lessons.
TikTok Interactive Filter: A voice-activated challenge where users test Korean skills, with Duo replacing the deadly “Red Light, Green Light” doll.
K-Pop Remix: Netflix’s music lab created “Korean or Get Eaten,” a track parodying Duolingo’s lesson-pushing jingles (e.g., “Spanish or Vanish”).
Out-of-Home Stunts: Cryptic billboards in LA and NYC (e.g., “Learn Korean to stay safe”) and a Sunset Boulevard takeover with Korean script.
Strategic Synergy
Cultural Timing:
Interest in learning Korean surged 40% after Squid Game Season 1 (per Duolingo data).
Netflix reports 13% of U.S. streaming hours are for non-English content, with Korean titles leading demand.
Bold Brand Alignment:
“Duolingo was the perfect partner… they were willing to go bold with us,” said Netflix VP Magno Herran.
Other brands like Domino’s and McDonald’s Australia have also leveraged Squid Game’s viral edge.
Creative Execution
Video Content:
A teaser spot (airing on Netflix’s ad tier) shows Duo joining Pink Guards in a customized uniform.
Extended music video (directed by Warren Fu) features a dance routine chasing lax learners, promoted as a social media challenge.
Course Integration: Duolingo added 40+ Squid Game-themed phrases to its Korean lessons.
Why It Works
Memes Meet Motivation: The campaign leans into Squid Game’s morbid humor while gamifying language learning.
Multi-Platform Reach: TikTok filters, billboards, and music videos target Gen Z and urban audiences.
Final Thought:
As Squid Game Season 2 reignites global fascination with Korean culture, Duolingo’s campaign cleverly turns fear of failure into a playful—if slightly ominous—reason to hit “practice now.”
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