SWEAT TOUR TAKEOVER
Duolingo crashed the Sweat Tour and got a shoutout from Charli XCX herself.
When Charli XCX released her album, brat, fans immediately began to notice the connections to Duolingo: the bright green color, references in the lyrics to speaking Spanish, and a Dua Lipa collab.
To leverage this crossover moment, we snuck 25 employees with Duo masks into the first stop of Charli XCX's Sweat Tour.
Instantly, attendees began to take notice and post UGC that went viral...
... garnering over 250 pieces of UGC and 1700+ mentions of Duolingo at the Sweat Tour
At the very end of the show, Charli noticed us and gave Duolingo an organic, unplanned shoutout.
We also brought Duo to the line outside the venue before the show where we passed out Duo-inspired signs and merch that fans shared. We uploaded the print files online for fans to print their own!
Duo got kicked off the premises, which only helped our virality. This stunt garnered 35M total social views for less than $30k.
