Two owls, two iconic brands, and a handful of abandoned storefronts were enough to ignite digital conversation. Duolingo once again proved that out-of-home advertising can still surprise when it intersects with urban space and online culture.
What did Duolingo do with closed Hooters locations?
The language app “took over” several abandoned Hooters locations in the United States, covering them with large coming soon banners branded in Duolingo’s unmistakable visual style. Empty spaces instantly became urban curiosity magnets.
Why was silence a key part of the strategy?
As usual, Duolingo offered no official explanation. That strategic silence fueled speculation, memes, and theories across social platforms—from imaginary menu collaborations to unexpected brand alliances.
From abandoned storefronts to urban storytelling
The action was detected in at least four cities: St. Louis, Charlotte, Beaumont, and Galveston. Instead of generic vacancy signage, these locations were reimagined as guerrilla OOH storytelling platforms.
Guerrilla marketing living between physical and digital
The conversation intensified when Duolingo shared a short video of its mascot looking visibly sad after the signage was removed from one location. The content didn’t explain anything—it provoked. Exactly how cultural marketing thrives today.
Why does this work better than traditional advertising?
Because it doesn’t try to sell. It plays with curiosity, fandom, and humor. According to the American Marketing Association, guerrilla campaigns can achieve up to 30% higher brand recall than conventional formats when they surprise and emotionally connect.
Duolingo understands that today’s real reach doesn’t stop at the street— it multiplies when physical actions become shareable, remixable digital culture.
FAQs about this campaign
What did Duolingo do with abandoned Hooters locations?
It covered closed Hooters sites with ‘coming soon’ banners using Duolingo’s visual identity, without explaining the purpose.
Which cities were involved?
The action was spotted in St. Louis, Charlotte, Beaumont, and Galveston.
Is there an official Duolingo and Hooters collaboration?
No. Duolingo neither confirmed nor denied anything, using silence as part of the strategy.
Why is this relevant to OOH?
Because it blends physical space, humor, and digital conversation to generate impact without direct selling.
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