Background
Duolingo is the #1 learning app in the world. Now they're looking for ways to engage superfan groups to drive earned media that will inspire to start and continue larning with them.
Insight
A lot of WoW-gamers meet their partner through online gaming. When meeting their partner's parents for the first time, language barriers can cause a big problem.
Problem
70% of married people state that their in-laws case a strain in their marriage.
Idea
Duo of Warcraft. By using pop cultural references to the feared in-laws and a big chunk of humor, the campaign meets the target audience right at home: with an in-game quest solving the real life problem of language barriers.
Case film
Team: Rebecka Svensson (CW), Walle Wallman (AD). Submitted to Young Ones 2024.
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Public Relations: Duo visiting Blizzcon
Public Relations: Gift kit
