Gen Z and millennials love international content, but subtitles can create a barrier to fully connecting with the stories, characters, and emotions. Duolingo turns that frustration into fuel—motivating fans to learn the language behind the content they love and unlock the full, unfiltered experience.
Duo joined Reddit as a fan, not a brand. We created a profile, posted in popular subreddits, and jumped into comment threads where subtitle frustration runs high—meeting fandoms exactly where they are.
We extended the conversation to YouTube, showing up in the comment sections of subtitle fail videos. Duo reacts like a true fan—relatable, unfiltered, and unmistakably Duolingo.
At Comic-Con, Duo appeared as a dojo bouncer. Fans had to answer show trivia to enter and win merch. Win or lose, they walked away with a laugh and a free Duolingo trial.
Quiz winners received exclusive Duolingo merch—designed to flex fandom knowledge and remind everyone that the best subtitles are the ones you don’t need.
Duolingo’s social presence combined reactive content and creator partnerships.
OOH's placed at bus shelters, subway.
