Duolingo just pulled off one of the most bizarre and hilarious marketing stunts in recent memory. On Tuesday (Feb. 11), the company shocked the Internet by announcing the sudden “death” of its beloved (and slightly terrifying) green owl mascot, Duo. Read more and check out fan reactions inside.

The popular language-learning app shared a rather dramatic social media post, Duolingo wrote, “It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead. Authorities are currently investigating his cause of death and we are cooperating fully. Tbh, he probably died waiting for you to do your lesson, but what do we know.”

Fans of the app (many of whom have been on the receiving end of Duo’s relentless lesson reminders) were quick to react, with some mourning the loss and others (jokingly) celebrating their newfound freedom. The company even took preemptive measures, asking users to refrain from sharing their Duo-related trauma in the comments.

To make things even more over-the-top, Duolingo staged a full-blown funeral for the mascot. On TikTok, a video showed a coffin being carried away, symbolizing Duo’s official departure. The brand also posted tributes on X (formerly Twitter), with companies like Netflix, The Sims, and Assassin’s Creed joining in to offer their condolences.

One of the biggest highlights? A reference to Duo’s long-running obsession with pop star Dua Lipa. Duolingo tweeted, “We appreciate you respecting Dua Lipa’s privacy at this time,” and, in response, Dua herself played along, posting, “Til’ death Duo part.”

But the internet didn’t have to grieve for long. Shortly after announcing Duo’s untimely demise, Duolingo teased an update, revealing that officials had determined a cause of death. Though details have yet to be fully revealed, the whole stunt is a clear example of the company’s signature “wholesome and unhinged” branding.

Duolingo has long been a master of Internet culture, using its owl mascot to terrorize users into completing their lessons while also making the app a staple in online meme communities. This latest viral moment could lead to a significant rebrand with a new version of Duo, or just another inside joke. Either way, it proves once again that Duolingo knows exactly how to keep people talking.

Rest well, Duo.

Check out some of our favorite fan and business reactions below: