Duolingo and Netflix Partner Launch ‘Learn Korean or Else’ Campaign Ahead of Squid Game Season 2

Rhea-AI Summary

Duolingo has partnered with Netflix's Squid Game for a new campaign called 'Learn Korean or Else' ahead of Season 2's premiere on December 26, 2024. The campaign features Duolingo's mascot, Duo the Owl, dressed as a Pink Guard, promoting Korean language learning through various creative initiatives.

The partnership includes adding over 40 Squid Game keywords and phrases to Duolingo's Korean course. The campaign elements comprise creative video content, a K-pop remix track titled 'Korean or Get Eaten' available on Spotify, a TikTok interactive game filter, and out-of-home advertising in LA and NYC's Koreatowns.

Following Squid Game Season 1, Duolingo experienced a 40% increase in Korean learners. Netflix reported that 13% of US viewing hours were non-English titles, with Korean content among the most popular.

Positive

• 40% increase in Korean language learners after Squid Game Season 1
• Strategic partnership with Netflix's popular Squid Game franchise
• Expansion of Korean course content with 40+ new keywords and phrases
• Multi-channel marketing campaign across digital and physical platforms

Negative

• None.

Insights

Marketing Strategy Analyst

This strategic partnership brilliantly capitalizes on the cultural phenomenon of Squid Game, leveraging its massive viewership to drive language learning engagement. The 40% increase in Korean learners after Season 1 demonstrates significant market demand and this campaign is perfectly timed with Season 2's release. The multi-channel approach combining social media, OOH advertising and interactive elements shows sophisticated marketing integration. The creative alignment between Duo's persona and Squid Game's aesthetic creates a compelling narrative that should drive user acquisition and retention. This could significantly impact Duolingo's Q4 2024 and Q1 2025 performance, especially considering Netflix's revelation that 13% of US viewing hours are non-English content, indicating a growing market for language learning.

Digital Media Analyst

The campaign's digital strategy demonstrates exceptional market positioning through multiple high-engagement channels. The collaboration with renowned director Warren Fu and choreographer Sean Bankhead adds premium production value, while the TikTok filter and Spotify integration create multiple touchpoints for viral potential. The creative approach aligns perfectly with Duolingo's existing social media success and Netflix's content strategy. This partnership should drive significant organic growth through user-generated content and social sharing, particularly valuable for reaching younger demographics. The timing during the holiday season, combined with the Season 2 premiere, maximizes potential reach and engagement metrics. This could lead to substantial user acquisition with lower customer acquisition costs through viral marketing effects.

Duo the Owl Joins the Pink Guard to Challenge Fans

PITTSBURGH, Dec. 10, 2024 (GLOBE NEWSWIRE) -- Duolingo, the world’s leading mobile learning platform, today announced a new partnership with Netflix’s Squid Game to promote Korean language learning through an immersive, one-of-a-kind campaign, including an update to its Korean course. Titled “Learn Korean or Else”, the campaign combines Duolingo’s humorous approach to promoting learning with the high-stakes energy of Netflix’s Squid Game to motivate fans to do their Korean lessons, just in time for the premiere of Season 2 on December 26, 2024.

Duolingo is adding over 40 keywords and phrases from Squid Game to its Korean course, enabling learners to connect even more closely with the series. By learning Korean, Squid Game fans can appreciate the renowned series on an entirely new level, experiencing dialogue, expressions, and cultural context in ways only possible through understanding the language.

“We saw a 40% increase in Korean learners just after Squid Game Season 1, underscoring the powerful connection between entertainment, culture, and language learning,” said Manu Orssaud, CMO of Duolingo. “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.”

"Great stories can come from anywhere, and last year, about 13% of hours viewed on Netflix in the US were non-English titles — with Korean, Spanish, and Japanese stories attracting the biggest audiences. Embracing the authenticity of these local stories is really important to us. Duolingo was the perfect partner for Squid Game Season 2 because not only did we see fans gravitate toward the app to learn Korean after Season 1, but also as a brand, they were willing to go bold with us," said Magno Herran, Vice President of Partner & Brand Marketing at Netflix. "We discovered there were a lot of shared traits between Duo the Owl and the Pink Guards — both very determined and menacing. So we made it official and gave Duo a Pink Guard uniform and ultimately created something we know fans will love and talk about, cheering A-ssa! in celebration."

The partnership leverages Duolingo’s beloved mascot, Duo the Owl, who has taken on the role of a Squid Game Pink Guard. Much like the series' challenging environment, Duo isn’t afraid to raise the stakes. Whether chasing down users in videos or appearing at fan events and on billboards, Duo reminds fans to learn Korean or “face the consequences”.

Campaign Highlights

• Creative Series: A suspenseful teaser video introduces Duo as a Pink Guard, setting the stage for the “Learn Korean or Else” message, which will also run on Netflix’s ad-supported plan. Following the teaser, an extended music video, directed by Warren Fu (Dua Lipa’s “Levitating” and Megan thee Stallion feat. RM’s “Neva Play”) and choreographed by award-winning dancer and choreographer Sean Bankhead, features Duo leading a high-energy dance routine with guards in a K-pop remix of Squid Game’s Pink Guards as they humorously chase a learner who forgot to complete their Korean lesson. The cinematic videos will air across YouTube, TikTok, and Instagram.
• “Korean or Get Eaten”: Netflix’s music lab team created a K-pop remix of the ominous song, Pink Guards, now available on Spotify. The track “Korean or Get Eaten” uses a naming convention Duolingo employs for its music tracks to playfully threaten learners to do their lessons (e.g. “Japanese or Broken Knees”, “Spanish or Vanish”). The lyrics, performed in both English and Korean, spotlight the recognizable Red Light, Green Light game played in Squid Game and features “hidden” threats in Korean, only understandable if you did your Korean lesson (e.g. 살아 남아야지 “Don’t you wanna survive?” 빨리 외워 “Hurry up and memorize it”). The track supports the campaign’s dance challenge on social media, encouraging fans to engage with Korean culture through a fun, viral music experience.
• TikTok Interactive Game Filter: An exclusive TikTok filter, inspired by the show’s Red Light, Green Light game, lets users test their Korean skills with voice-activated challenges featuring Duo as Squid Game’s menacing doll in the iconic pink suit.
• Out-of-Home Stunts: In true Squid Game style, Duolingo and Netflix are taking over Koreatown billboards in LA, and NYC, with cryptic Korean messages challenging viewers to “learn Korean to stay safe”. In an unforgettable live stunt, Duo and his Pink Guards will hack Netflix’s iconic Sunset Boulevard marquee billboard, replacing the English words with Korean, in their menacing attempt to influence fans to learn the language.

As fans eagerly await Squid Game Season 2, Duolingo is set to bring them closer to the action than ever before—through language. With viral social content, immersive fan interactions, and innovative language learning challenges, Duolingo’s “Learn Korean or Else” campaign will be impossible to ignore.

About Duolingo
Duolingo (www.duolingo.com) is the most popular language-learning platform and the most downloaded education app worldwide. The app makes learning new languages fun with bite-sized lessons that feel like playing a game. The company's mission is to develop the best education in the world and make it universally available. Duolingo offers over 100 total courses across 42 distinct languages, from Spanish, French, German and Japanese to Navajo and Yiddish.

Contact Details:
Monica Earle | press@duolingo.com

About Squid Game:
Created by Hwang Dong-hyuk, Squid Game premiered in 2021 and quickly became Netflix’s most popular title ever. This global sensation boosted interest in K-content, iconic moments went viral, Vans slip-on sneakers sales increased 8,000%, and Halloween costumes sold out around the world, solidifying its place in pop culture. The series made Emmy history with first-ever wins for a non-English language series. Following this success, Netflix debuted Squid Game: The Challenge, the Emmy nominated and BAFTA winning reality series that also topped the Netflix Global Top 10. The franchise continues to expand with Squid Game: The Experience, a touring activation where fans can play series-inspired games; Squid Game: Virtuals, a Webby-winning VR adventure; and in 2024, a multiplayer video game, Squid Game: Unleashed. Squid Game season 1 is now on Netflix, with season 2 debuting on December 26 and the third and final season arriving in 2025.

A video accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/431f3af0-9f0e-4b7f-ab7e-403a8aeb6ef8

FAQ

When will Squid Game Season 2 premiere on Netflix?

Squid Game Season 2 will premiere on Netflix on December 26, 2024.

How many new Squid Game phrases is Duolingo (DUOL) adding to its Korean course?

Duolingo is adding over 40 keywords and phrases from Squid Game to its Korean language course.

What was the increase in Duolingo's Korean learners after Squid Game Season 1?

Duolingo experienced a 40% increase in Korean language learners following Squid Game Season 1.

What is the name of Duolingo's new Korean language campaign with Netflix?

The campaign is called 'Learn Korean or Else'.