No mics, no vocals—just green owls. Here’s how a language app had the crowd cheering for them!

I love this approach to marketing because it breaks through the noise and creates authentic, memorable experiences that people enjoy and talk about.

Today, we’ll dive into another outstanding example of guerrilla marketing.

Read on to learn how a language-learning company stole the show at a pop concert!

No mics, no vocals—just green owls. Here’s how a language app had the crowd cheering for them!

Picture yourself at a concert…

The bass is pumping, the crowd is charged, and then suddenly, out of nowhere, a bunch of green mascots show up, getting all the attention.

They’re dancing, getting the crowd pumped, and drawing every eye in the venue.

It takes a second to register, but once it does, the whole crowd is in on it.

Laughter spreads, phones come out, and just like that, the mascots become part of the show.

In 2024, that’s exactly what happened in one of Charli XCX’s concerts!

Who was behind the presence of green mascots??

It’s none other than…

Duolingo !

Known for its quirky and bold social media presence, Duolingo has turned its owl mascot, Duo, into a viral marketing force.

In September 2024, the company pulled off one of its boldest stunts yet.

Duolingo’s marketing team organized over 20 employees to attend the opening night of Charli XCX and Troye Sivan’s Sweat Tour in Detroit, Michigan, each decked out in Duo masks and “Brat” T-shirts that referenced Charli’s neon green-themed “Brat” album.

That’s not all. Some TikTok users claim that even before the show started, Duolingo staff were handing out merchandise in the signature “Brat” green, featuring the company’s mascot.

This surprise appearance enthralled fans, fueling a wave of user-generated content across social media.

Making the Connection, Owning the Moment

You might wonder, how did Duolingo know this concert was the perfect moment to strike?

Duolingo played on color association, tying the bright green of Charli XCX’s “Brat” album cover to its green mascot.

Lyrics played a role, too. In her song “Talk Talk,” Charli sings, “Talk to me in French, talk to me in Spanish” —providing a golden opportunity for Duolingo to make its move.

Seizing the moment, the Duolingo employees revealed their costumes during the performances of “Apple” and “Talk Talk,” songs that resonated with the fans and the app’s language-focused identity.

Moreover, the company knew who its audience were: Gen Z and millennials who thrive on humor and sharing memorable moments.

Was Duolingo’s “Charli XCX” campaign effective?

For starters, Charli XCX herself acknowledged the green owls during the concert, which is clear proof of the campaign’s success.

Mid-performance, Charli XCX spotted the green owls in the crowd and shouted, “Duolingo right there, baby!” This became a moment that fans quickly captured and shared on TikTok .

The videos spread fast, boosting the hype and turning an already viral stunt into a full-blown cultural moment.

The campaign racked up over 20 million impressions, with 13 million of those coming from content created by concertgoers instead of Duolingo’s official channels.

Social media mentions of Duolingo also jumped by 20%, proving that when you combine smart timing, fan culture, and a little unhinged chaos, the Internet will take care of the rest.

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When the chance to align with a major trend presents itself, brands should waste no time in seizing the moment—and Duolingo did just that.

By tapping into the hype around the Sweat tour, Duolingo gained both relevance and virality, especially among its target market.

This is a classic case of a low-budget stunt with the strength of user-generated content on display.

With just a few concert tickets and a perfectly timed surprise, Duolingo sparked genuine reactions that drove massive engagement, without the need for costly production or influencers.

More importantly, the Duolingo employees did not upstage Charli XCX’s act. Instead of taking center stage, Duolingo’s staff blended into the crowd, creating a happy, positive association without upsetting the fan experience.

By staying true to its playful, friendly brand persona, the language-learning platform seamlessly bridged real-world interaction with online engagement, maximizing impact and strengthening its connection with its target audience.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

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Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know how one campaign gave hope to parents of missing children in South Korea ?

See it in next week’s article!