The world's leading mobile language learning platform Duolingo is raising the stakes in an epic partnership with Netflix's award-winning series "Squid Game."
Together, the two brands are collaborating to promote the Korean language ahead of the show's highly anticipated Season 2 premiere on December 26.
An immersive campaign will see 40 "Squid Game" keywords and phrases being added to the platform's Korean course, preparing learners for their next binge-watching spree while helping them appreciate Korean expressions and culture in a new way.
do you want to play a game with me 🥺👉👈 pic.twitter.com/8FwPXOuXXe
— Duolingo (@duolingo) December 10, 2024
To mark the occasion, the campaign sees Duolingo's beloved Duo the Owl don the iconic pink costume of the show's Pink Guards.
This builds on the character's "scary" personality, which the brand slowly co-opted after thousands of fan-made Duo memes circulated on the internet.
Now, Duo is making it known that users should commit to "Learn Korean or Else."
Language and Culture
To promote the campaign, Netflix and Duolingo have also released a special TikTok filter inspired by the iconic Red Light, Green Light game, which allows users to test their Korean knowledge.
Additionally, Korean OOH ads will pop up around the New York and Los Angeles Koreatowns to entice passersby to learn the language.
In a press release, Duolingo CMO Manu Orssaud explained how the platform's Korean course saw a 40% increase in learners right after the premiere of the show's first season, which showed just how powerful entertainment is as a driving force behind culture.
"This campaign allows us to continue that momentum in a way only Duolingo can — with humor, intensity, and a bit of chaos! We hope fans will accept Duo's challenge to learn Korean and immerse themselves in the experience."
@duolingo pro tip: this won’t work #squidgame2 #duolingo ♬ original sound - Shelbydances!!
According to Netflix, about 13% of all content watched by U.S. citizens on the streaming platform last year were non-English titles.
By partnering with Duolingo, Netflix is pushing the power of stories in non-English languages to encourage Americans to engage with other cultures.
Duolingo also reaffirms its commitment to its brand values, encouraging users to pick up new languages in increasingly inventive ways.
A Deadly Duo
The hilarious "Korean or Get Eaten," ad directed by Warren Fu ("Levitating" by Dua Lipa) and choreographed by award-winning dancer Sean Bankhead, begins with a scared man running through an abandoned parking lot.
Suddenly, he's surrounded by a group of Pink Guards in Duo masks led by Duo the Owl, who are there to confront him because his Duolingo streak has ended.
After staring at him menacingly, Duo leads the guards in a dance routine set to a new K-pop remix of "Pink Guards" from the "Squid Game" soundtrack.
The spot gets even wackier as the guards help the man learn Korean, with him eventually joining the dance number.
Duo isn't satisfied, however, and commands the Pink Guards to throw him into a white van that will presumably take him to join the deadly game.
It ends with a hilariously dramatic K-drama-inspired cut, with flower petals falling from the sky and the man holding up finger hearts.
Back in October, Duolingo partnered with digital comics platform WEBTOON to launch a comic series starring the lovable Owl.
