Dive Transient:
- Duolingo, the language studying app, partnered with Netflix for a marketing campaign encouraging shoppers to be taught Korean upfront of the discharge of season two of the streamer’s in style “Squid Sport” collection, based on a press launch.
- “Study Korean or Else” humorously positions Duolingo mascot Duo the Owl as a “Squid Sport” Pink Guard. The marketing campaign consists of video spots, an interactive sport filter on TikTok and out-of-home stunts in Los Angeles and New York Metropolis.
- Moreover, Netflix’s music lab created “Korean or Get Eaten,” a Ok-pop remix of the tune “Pink Guards” that leverages a naming conference generally utilized by Duolingo. Duolingo has additionally added 40 key phrases and phrases from “Squid Sport” to its Korean language course.
Dive Perception:
Duolingo is tapping into the cultural phenomenon surrounding Netflix’s “Squid Sport” with its comedic “Study Korean or Else” marketing campaign. The partnership is a smart one, as curiosity in studying Korean spiked 40% after the primary season of “Squid Sport” got here out, per launch particulars. Rising hype across the collection may additionally repay for Netflix: Final yr, about 13% of hours seen within the U.S. on the streaming platform have been non-English titles, and Korean, Japanese and Spanish tales attracted the largest audiences.
“Duolingo was the proper accomplice for Squid Sport Season 2 as a result of not solely did we see followers gravitate towards the app to be taught Korean after Season 1, but in addition as a model, they have been keen to go daring with us,” stated Magno Herran, vice chairman of accomplice and model advertising at Netflix, in a launch.
For the marketing campaign, Duolingo’s mascot, Duo the Owl, takes on the position of one of many present’s menacing Pink Guards, who dole out the punishments for failing varied duties. In a teaser video, which may also run on Netflix’s ad-supported plan, Duo dramatically enters a room stuffed with Pink Guards carrying its personal personalized outfit.
Following the teaser spot, an prolonged music video options the model mascot main a dance routine with different guards as they chase a learner who forgot to finish a lesson. The video, directed by Warren Fu and choreographed by Sean Bankhead, will air throughout YouTube, TikTok and Instagram in hopes of spurring a dance problem.
The prolonged music video additionally options “Korean or Get Eaten,” a Ok-pop remix of the monitor “Pink Guards” crafted by Netflix’s music lab crew. The monitor follows a naming conference Duolingo makes use of for its music tracks to playfully nudge learners to finish their classes (“Spanish or Vanish”). Lyrics for the tune, sung in each Korean and English, reference factors within the present such because the Crimson Gentle, Inexperienced Gentle sport.
Furthering the TikTok expertise, Duolingo has created a TikTok filter that lets customers check their Korean abilities with voice-activated challenges. The expertise notably substitutes Duo as the enduring and lethal Crimson Gentle, Inexperienced Gentle doll from the present.
The marketing campaign will moreover embody out-of-home stunts in Los Angeles and New York Metropolis, utilizing billboards to convey cryptic messages equivalent to “be taught Korean to remain secure.” In a single case, Duo and the Pink Guards will hack a billboard on Sundown Boulevard, changing the English phrases with Korean lettering.
Regardless of its violent premise of killing people who fail whereas competing at playground video games for a monetary prize, the second season of “Squid Sport” has had little downside attracting advertising companions. Manufacturers together with Domino’s, Johnnie Walker and McDonald’s Australia have all launched activations tied to the present.
