Duolingo announced that its mascot, Duo the Owl, has died.

The company shared this news on social media. They said authorities are investigating the cause. They joked that Duo "probably died waiting for you to do your lesson."

Duolingo asked users not to post negative comments about Duo. They also joked that if users want to comment, they should share their credit card numbers to be signed up for Duolingo Max in Duo's memory. 

The company changed its social media icons to show Duo with crosses in its eyes and its tongue out. This confused users. Some thought it was a reminder to update the app or do their lessons.

Duolingo said this is part of a marketing strategy. Duo is a popular internet character known for reminding users to do their lessons. 

Duolingo has used creative marketing before. They once made a video called "Duolingo Push," showing Duo following users until they completed their lessons.

Users reacted in different ways. Some joked they skipped a lesson and Duo died. Others made funny guesses about how Duo died. One user joked, "I fear I know who it was but I won't say his name out loud,"

Duolingo hinted that more details will come soon. They said, "No owl as dedicated as Duo just drops dead without a story. Keep an eye on our social channels as we uncover the shocking (and possibly absurd) truth behind his untimely demise."

This announcement surprised many users. Some found it funny, while others were confused. Duolingo's creative marketing keeps people talking.