Duolingo’s “Trick or Streak” Campaign Takes Over Shanghai This Halloween

In celebration of Halloween, Duolingo has launched a fun campaign called “Trick or Streak” in partnership with FRED & FARID Shanghai. This initiative aims to remind partygoers in Shanghai to keep their language learning streaks alive while enjoying their Halloween festivities.

Duolingo’s streak is an important feature that counts the number of consecutive days users engage with the app. If a lesson isn’t completed within a day, the streak resets to zero unless users activate a streak freeze ahead of time.

The campaign kicked off with the creation of a unique costume for Duolingo’s mascot, Duo, designed as a spooky DIY skeleton adorned with neon lights. This playful costume aims to enhance Duo’s personality and connect with the lively Halloween spirit.

As local authorities patrol the streets to ensure a safe Halloween celebration, Duo will be making appearances at various parties, encouraging everyone to open the app and maintain their learning streaks.

The challenge is simple: partygoers are invited to show their ongoing streak or complete a lesson in front of Duo if they’ve forgotten to do so. Although Duo might crash the party, users will appreciate the reminder to keep learning even after the festivities end.

“Trick or Streak” is spreading across social media platforms, particularly on Douyin (the Chinese version of TikTok) and RED, a popular lifestyle app in China.

Feng Huang, President and Executive Creative Director at FRED & FARID Shanghai, expressed excitement about collaborating with Duolingo, emphasizing the brand’s mission to make language learning accessible and enjoyable for users worldwide. The goal of this campaign is to strengthen Duolingo’s connection with its Chinese audience through engaging and culturally relevant content.