PITTSBURGH — Red light, green owl — Duolingo has partnered with Netflix for a major cross-promotional campaign for the second season of the latter’s hit Korean dystopia drama Squid Game.
The “Learn Korean or Else” promotion blends both the real and virtual world. Billboards in New York City and Los Angeles’ Koreatown will be taken over with “cryptic messages” telling users to “learn Korean to stay safe,” alongside a Duolingo-esque takeover of Netflix’s now iconic and ever-changing Sunset Boulevard billboard. A cinematic teaser directed by Warren Fu, who’s directed videos for Daft Punk, Dua Lipa and Tom Petter, will air on Netflix’s ad-supported plan followed by a full music video on social media alongside a new song from Netflix’s sound team designed to teach listeners Korean.
In 2021, when the first season of Squid Game released, it quickly became a phenomenon, becoming the most watched streaming show in the United States and the only show to ever achieve 3 billion minutes watched in a single week on streaming without a Covid related lockdown occurring. According to Duolingo CMO Manu Orssaud, the language learning app saw a 40% increase of Korean learners after the first season released, which planted the seed for the partnership.
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