video1.0<iframe src="https://www.loom.com/embed/c22fa774118c42a9b3cf13d6e09daa47" frameborder="0" width="1660" height="1245" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>12451660Loomhttps://www.loom.com12451660https://cdn.loom.com/sessions/thumbnails/c22fa774118c42a9b3cf13d6e09daa47-e4bd9d5420560b68.gif754.055In this video, I share the story of how Duolingo's bold campaign to "kill" our beloved mascot, Duo, generated an astounding 1.7 billion impressions in just 14 days without any advertising spend. By leveraging the "hostage mechanic," we engaged our users to complete over 5 billion lessons in order to resurrect Duo, creating a sense of urgency and collective achievement. I also discuss similar successful strategies from other brands like Mr. Peanut and Burger King, highlighting the importance of brand permission and cultural sensitivity. I encourage you to consider whether your brand has a strong emotional asset that could benefit from this approach. Let's think creatively about how we can engage our audience in meaningful ways!