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Marketing Case Study

How Columbia Turned a Flat-Earth Challenge Into 80 million in Reach

How Columbia Turned a Flat-Earth Challenge Into 80 million in Reach

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Columbia Sportswear offered to give the company to anyone who could prove that the Earth was flat.  CEO Tim Boyle issued the challenge through a full-page open letter in The New York Times and supporting social content. Participants were invited to travel to the supposed edge of the planet, document what they found, and submit […]

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How Duolingo Turned Duo’s “Death”

How Duolingo Turned Duo’s “Death” Into 1.7 billion Social Impressions

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On February 11, 2025, Duolingo announced that Duo the Owl was dead.  The company posted a black memorial card confirming the death of its green mascot. The announcement also suggested that Duo may have died while waiting for people to complete their language lessons.  It was strange enough to stop people from scrolling, but familiar

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