We made the world’s first multilingual musical*
Introducing DUOLINGO ON ICE, the world's first multilingual musical! Learning a language has never been this cool. Join Duo the Owl and friends on a magical adventure as they teach a series of fun lessons, by any means necessary.
Choreographed by Kat Burns (two-time Emmy® Award-winner) and directed by Jason Woliner (Borat 2, Parks & Recreation, Nathan for You), DUOLINGO ON ICE was an "instant smash hit."
We launched with a trailer for the 4-hour musical and partnered with SeatGeek on an official “Duolingo on Ice” event page where fans could try to buy tickets. Then, we shared more content like a full song from the show “Spanish or Vanish”, which has over 5.8M views on YouTube alone. We also uploaded the track to Spotify where it now has over 1,000,000 streams and was added to the popular Teen Beats playlist by Spotify.
The April Fools’ campaign generated over 97 million organic social impressions. It received global news coverage, including multiple local TV news segments. Fans went wild and created an endless stream of UGC videos, including those from Japanese Actor Dean Fujioka, one declaring “Spanish or Vanish” the best song of 2024, multiple videos saying it is better than Taylor Swift and Jojo Siwa, a piano cover version, and several videos of fans submitting their ice skating auditions for “Duolingo on Ice.”
Press: Quartz, CNET, Campaign US, PR Week, EuroNews
“Duolingo may just have the best social media team in the business, and there was no chance they’d miss out on April Fools’ Day.” — Quartz
