Summer is the perfect time to take a break from the daily grind, unwind, enjoy outdoor activities, socialize, and maybe even have a summer fling.

That’s fun for people in the northern hemisphere right now, but bad news for Duolingo.

Summer fun presents a challenge for the company. Distractions often lead its language learners to neglect their lessons. The app can easily be forgotten at this time of year.

To keep Duolingo top of mind and encourage continued language learning, the app has launched a fun and interactive kissing game on TikTok. The cool, very Gen Z idea, A Summer Fling with Duo, comes from UltraSuperNew Tokyo. For a limited time only, Duo, the app’s mascot, has been transformed into a smoking hot body pillow, inspired by the popular Buff Duo meme, inviting players to compete for a chance to win their own life-sized version.

To win the ultimate summer fling with Duo and a coveted body pillow, players must demonstrate their kissing prowess by syncing the most kisses with Buff Duo in a TikTok AR game.

UltraSuperNew’s Duolingo game will be promoted by key lifestyle influencers who will play the AR game and proudly showcase their Buff Duo body pillows on TikTok. 

Bunrei Yamane, social media manager, Duolingo Japan, stated, “We wanted to create something fun and easy for everyone to enjoy, whether you’re staying cool indoors or out and about this summer. The Buff Duo filter is a playful reminder that Duo is here for you wherever you go.”

Andres Aguilar, creative director, UltraSuperNew Tokyo, added, “Why would you ever leave the house in search of a summer romance if you can cuddle your own green buff hunk under the perfect 23-degree, air-conditioned comfort of your home? Keeping your Duolingo streak alive has never been this sexy…”

The game is live on TikTok today until September 21. Winners will be notified by direct message on the social media platform, selected from the top scorers who shared their playthrough with the hashtag, #デュオとひと夏の恋 (#SummerFlingWithDuo), and will receive their very own Buff Duo body pillow by post. The number of pillows is ultra limited, making them the ultimate collector’s item and their owners the most deserving of a hot summer adventure with Duo. 

Twenty-six influencers will create content with the Duolingo filter to amplify the campaign, including seven well-known creators who also got their own Buff Duo body pillow to cuddle and play around with.

Credits

Client: Duolingo
Country Director: Sho Mizutani
Social Media Manager: Bunrei Yamane

Agency: UltraSuperNew Tokyo
Group Creative Director: Francois Claverie
Creative Director: Andres Aguilar
Associate Creative Director: Oguzcan Kaganoguzbeyoglu
Copywriters: Ryo Motooka & Noga
Senior Copywriter: Nick Stillittano
Junior Art Director: Tran Hoai Anh
Content Strategist: Lisa Kerr
Creative Technologist: Yan He
Creative Intern: Shota Kawanabe
Group Account Director: Yumi Esposito-Pueblo
Account Manager: Justyna Jakubik
Assistant Producer: Alex Schmidt
Photographer: Francisco Narciso