Dive Brief:

• Duolingo, the language learning app, partnered with Netflix for a campaign encouraging consumers to learn Korean in advance of the release of season two of the streamer’s popular “Squid Game” series, according to a press release.
• “Learn Korean or Else” humorously positions Duolingo mascot Duo the Owl as a “Squid Game” Pink Guard. The campaign includes video spots, an interactive game filter on TikTok and out-of-home stunts in Los Angeles and New York City.
• Additionally, Netflix’s music lab created “Korean or Get Eaten,” a K-pop remix of the song “Pink Guards” that leverages a naming convention commonly used by Duolingo. Duolingo has also added 40 keywords and phrases from “Squid Game” to its Korean language course.

Dive Insight:

Duolingo is tapping into the cultural phenomenon surrounding Netflix’s “Squid Game” with its comedic “Learn Korean or Else” campaign. The partnership is a sensible one, as interest in learning Korean spiked 40% after the first season of “Squid Game” came out, per release details. Growing hype around the series could also pay off for Netflix: Last year, about 13% of hours viewed in the U.S. on the streaming platform were non-English titles, and Korean, Japanese and Spanish stories attracted the biggest audiences.

“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 and brand marketing at Netflix, in a release.

For the campaign, Duolingo’s mascot, Duo the Owl, takes on the role of one of the show’s menacing Pink Guards, who dole out the punishments for failing various tasks. In a teaser video, which will also run on Netflix’s ad-supported plan, Duo dramatically enters a room full of Pink Guards wearing its own customized outfit.

Following the teaser spot, an extended music video features the brand mascot leading a dance routine with other guards as they chase a learner who forgot to complete a lesson. The video, directed by Warren Fu and choreographed by Sean Bankhead, will air across YouTube, TikTok and Instagram in hopes of spurring a dance challenge.

The extended music video also features “Korean or Get Eaten,” a K-pop remix of the track “Pink Guards” crafted by Netflix’s music lab team. The track follows a naming convention Duolingo uses for its music tracks to playfully nudge learners to complete their lessons (“Spanish or Vanish”). Lyrics for the song, sung in both Korean and English, reference points in the show such as the Red Light, Green Light game.

Furthering the TikTok experience, Duolingo has created a TikTok filter that lets users test their Korean skills with voice-activated challenges. The experience notably substitutes Duo as the iconic and deadly Red Light, Green Light doll from the show.

The campaign will additionally include out-of-home stunts in Los Angeles and New York City, using billboards to convey cryptic messages such as “learn Korean to stay safe.” In one case, Duo and the Pink Guards will hack a billboard on Sunset Boulevard, replacing the English words with Korean lettering.

Despite its violent premise of killing individuals who fail while competing at playground games for a financial prize, the second season of “Squid Game” has had little problem attracting marketing partners. Brands including Domino’s, Johnnie Walker and McDonald’s Australia have all launched activations tied to the show.