Learn Korean or Else
Campaign · 2024 · Niche
Duolingo's Squid Game campaign music video drew over 42 million TikTok views.
Spread Score
How it worksNumbers
- Total social impressions (awards entry)
- 200M
- Self-reported · The One Club; Duolingo and Netflix entrant case study
- Seed to peak proxy
- same day
- Dec 10 ’24 to Dec 10 ’24
- Platforms
- 4
- Started on Open web
- Origin
- Mixed
- Education
Mechanics
How it spread
Trace the originDuolingo and Netflix launched Learn Korean or Else on Dec. 10, 2024, casting Duo the Owl as a Squid Game Pink Guard. Trade press covered it that day, and Duo took over Netflix's Sunset Boulevard billboard on Dec. 11. By March 2025 the music video had over 42 million TikTok views.
Proxy date; not a directly measured attention peak.
5 more events on this chart
Join free to see themTimeline (8)
December 2024
Duolingo / Netflix seed · Dec 10 ’24
Duolingo and Netflix launched Learn Korean or Else, adding over 40 Squid Game words and phrases to the Korean course.[2]
TechCrunch press · Dec 10 ’24
TechCrunch covered the partnership and reported an exclusive TikTok filter from the two companies.[9]
Ad Age peak proxy · Dec 10 ’24
Ad Age covered the campaign the same day, describing Duo the Owl as a Squid Game Pink Guard.[13]
Spread the same way
New cases, every week
How the next thing spread, the week it does.