LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Duolingo Super Bowl Buttception
Grade B19 sourcesHIS-00571

Duolingo Super Bowl Buttception

Campaign · 2024 · Notable

41Editable slideCertificate

Duolingo claimed its regional Super Bowl campaign generated over 800 million impressions.

Original · Duolingo

Duolingo

@duolingo · Sep 11, 2023

yeah what about it

Jenny Yokobori@JennyYokobori

I beg your pardon, @duolingo?

67.6K326
Post · @duolingo on X

🦇𝔪𝔞𝔡𝔡𝔶 𝔱𝔥𝔢 𝔟𝔞𝔱𝔱𝔶 𝔟𝔞𝔡𝔡𝔦𝔢 🦇

@frickoff_ · Feb 12, 2024

WHY DID A GET A DUOLINGO NOTIFICATION THE SAME TIME THE COMMERCIAL CAME ON

162
Post · @frickoff_ on X
Do your lesson, no buts.
Duolingo on YouTube
How we developed our addictive and delightful widget
Duolingo
yeah what about it
@duolingo on X
Duolingo | Duo's Big Game Reminder
The One Club (Duolingo award submission)
Duo's BBL Takes Center Stage in Duolingo's Super Bowl Spot
Adweek
How we made Duo’s butt go viral for the Super Bowl
Duolingo
QCon London 2024 | How We Created a High-Scale Notification System at Duolingo That Delivered Millions of Messages Within Seconds During a Super Bowl Commercial Break
QCon London / Duolingo engineers
Morning Brew Logo
Marketing Brew
The best and worst PR moments from Super Bowl LVIII - PR Daily
PR Daily
'It’s creativity, it’s not media budget': How Duolingo’s CMO Manu Orssaud advertised around the Super Bowl
Digiday
QCon London: How Duolingo Sent 4 Million Push Notifications in 6 Seconds During the Super Bowl Break
InfoQ

Spread Score

How it works
Reach51Contagion35Breadth20Velocity65Longevity3541

Numbers

Campaign impressions, owner award claim; window unspecified
800M
As of Oct 14, 2026 · Self-reported · The One Club (Duolingo award submission)
Peak date
Week of Feb 12, 2024
Feb 11 ’24 to Week of Feb 12, 2024
Platforms
6
Started on TV
Origin
Mixed
Education

Mechanics

  • Mascot persona
  • Unhinged voicePrimary
  • Newsjacking
  • Platform jump
  • Press loop

How it spread

Trace the origin

Duolingo turned a widget joke into a regional Super Bowl ad and synchronized app reminders. Viewers reacted on X and Reddit, and press covered the stunt. Its CFO reported earned social impressions; an award submission later claimed learner reactivation rose.

Dates use the stated precision; chart positions are date anchors.

Google searchesSep ’23OctDecFeb ’24MarAprJunSepDecApr ’25MayPeakOpen webXPressInstagramTVReddit
Open webXPressInstagramTVReddit

13 more events on this chart

Join free to see them

Timeline (16)

  1. August 2023

    Duolingo precursor · Aug 29 ’23

    Duolingo described widget illustrations that changed as learners delayed their daily lesson.[1]

    How we developed our addictive and delightful widget
    Open the first post ↗

  2. September 2023

    @duolingo precursor · Sep 11 ’23

    Duolingo replied to a post about its widget with “yeah what about it”.[2][8]

    yeah what about it

  3. January 2024

    Manu Orssaud precursor · Jan 4 ’24

    Duolingo’s CMO announced plans for its first local Super Bowl ad.[3]

    Morning Brew Logo
Origin
Mixed
Sector
Education
Region
US
Campaign impressions, owner award claim; window unspecified
800M
As of Oct 14, 2026 · Self-reported · The One Club (Duolingo award submission)
Evidence
Grade B

Spread the same way

Jake and the Kelces

X · 2023

53
In my red era with Mama MaAuto

2.6B impressions

Duo’s Ashton Hall Morning Routine

TikTok · 2025

51
Rise and Grind. These Scores aren’t gonna raise themselves. IB: @Worthy Supps #duolingo #score #ashtonhall

45M views

Love Language

YouTube · 2023

39
Love Language | Official Trailer | Peacock Original

1.1B impressions

Duolingo Bad Bunny 101

Retail · 2026

28
Duolingo on Instagram: "¡hola nueva yol! the S-panish Train is now approaching. stand clear of the closing doors. from now until jan. 29th, ride the S shuttle between Grand Central and Times Square…

219.5K views

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Google searchesSep ’23OctDecFeb ’24MarAprJunSepDecApr ’25MayPeakOpen webXPressInstagramTVReddit
Open webXPressInstagramTVReddit

13 more events on this chart

Join free to see them

  1. August 2023

    Duolingo precursor · Aug 29 ’23

    Duolingo described widget illustrations that changed as learners delayed their daily lesson.[1]

    How we developed our addictive and delightful widget
    Open the first post ↗

  2. September 2023

    @duolingo precursor · Sep 11 ’23

    Duolingo replied to a post about its widget with “yeah what about it”.[2][8]

    yeah what about it

  3. January 2024

    Manu Orssaud precursor · Jan 4 ’24

    Duolingo’s CMO announced plans for its first local Super Bowl ad.[3]

    Morning Brew Logo

  1. precursor · Feb 11 ’24

  2. seed · Feb 11 ’24

Join free to see the other 13 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 7 sourced numbers and 19 sources. Start with a free account.

Join freeGo Pro