Tiyah Snell
Duolingo
Binge-Wordy
App Integration | Social | Co-Brands
Gold Miami ADDY, Cross-Platform
2021
Duolingo tasked us with bringing previous users back to their daily lessons and rebuilding the habit of learning a language. But the core challenge was the struggle against Gen Z's short attention spans. Questioning what habits have successfully captured their interest, we found our way in: binge-watching TV.
In a collaboration with Netflix, we leaned into the rising popularity of international media to encourage younger audiences to binge the native lingo of trending shows.
Hacking Netflix
Unskippable PSAs from Duo were seeded within three series in three different languages: Squid Game (Korean), Lupin (French), and La Casa De Papel (Spanish).
Scan the code, complete the lesson, then get back to the binge.
In-App Lessons
Curated lessons paired with each show incorporated the characters and plot to teach the native language. Rewards could unlock exclusive content and custom skins for the Duo mascot.
Social
We tapped into the fandoms by reimagining Duo and friends as characters in the shows. To incentivize fans further, we hosted Twitter Spaces with the cast to discuss episodes in their native language.
