Streak Society
Duolingo’s first ever IRL experience was a streetwear-inspired SoHo pop-up that billed itself as the most inclusive exclusive club: all you needed was a streak to get in.
Instead of Duolingo's classic green, we branded it around the streak to give the brand a more streetwear-inspired identity.
The experience started with the line: fans were entertained by male models dressed as Duo who performed for and interacted with attendees as they waited in line.
They distributed water out of a "Streak Freezer"– small details that our most avid fans would understand and photograph.
Our back-to-school collection was on sale inside the venue, including limited edition custom Crocs.
A leaderboard tracked the streaks of every attendee. The attendee with the highest streak every hour won an exclusive oversized Duo plushie that could not be bought.
Attendees got to play a free claw machine where they could win exclusive prizes they couldn't get anywhere else.
... And for the very first time, Duo did a meet & greet with the public.
We partnered with Anastasia Inciardi, a printmaker who leaves print vending machines out in the wild for her followers to find, to create a bespoke set of Duolingo prints.
We had over 12,000 RSVPs, 40M social impressions, and even a surprise appearance by Jaden Smith (real celebrity sighting) and Justin and Hailey Bieber (not real celebrity sighting).
