CHALLENGE
Duolingo knows the hardest part of learning anything is staying motivated. But every learner has different motivations and interests on why they may want to learn a language or other subjects. We're looking to send unforgettable and unignorable reminders and inspire people to start and continue learning with us.

INSIGHT
No one wants to be responsible for letting their virtual pet die.
PROBLEM
Users abandon Duolingo because they lose motivation, and traditional reminders no longer work.
IDEA
To bring users back to Duolingo, we turned Duo into a virtual Tamagotchi that lives in a widget, depending on their progress to survive. If they study, he's happy. If they ignore him, he gets sad, suffers from insomnia, and sends increasingly dramatic notifications in the language they're learning. We also take the experience beyond the app with pop-ups in key cities, where people can adopt a physical Duo-Gotchi for a day, generating viral reactions. With exclusive skins and rewards, motivation stops feeling like a chore and becomes an emotional bond.