Duolingo launches Adoption Center to encourage others to join in family plan fun
Around 50 middle-aged adults have been pacing the streets of NYC asking people to adopt them as part of the launch of Duolingo’s first Adoption Center.
Duolingo has launched its Adoption Center to allow more people to use the spare slots
The language learning app Duolingo’s Adoption Center is urging people to join spare slots in random family plans to learn a new language.
Users can take advantage of spare logins on a Duolingo Family Plan, which has six spots so is not always filled to capacity. Duolingo Family Plan allows learners to share the benefits of Super, the premium subscription that includes an ad-free experience, unlimited hearts and a monthly Streak Repair.
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The Adoption Center has found that people complete twice as many lessons when they join a family plan, as per new data.
The center, created in partnership with creative agency Mischief at No Fixed Address, has placed billboards across Manhattan showcasing people’s flyers and QR codes taking users to the website.
To get adopted into an existing Duolingo Family Plan, people can visit duolingoadoptioncenter.com, create a personal flyer and then share it on social media with the hashtag #DuolingoAdoptionCenter. Those with family accounts can view the flyers and share their family plan invite link with an adult in need of a language learning community.
Michaela Kron, Duolingo’s US marketing director, said: “Language is inherently social, and we know that you go further in your language-learning journey when you learn together with others. This is why we introduced the Duolingo Family Plan, one premium account that you can share with up to five of your family members and friends.”
Mischief creatives Eleanor Rask and Trevor Joplin said: “We realized that since not all families have exactly six people in them, a lot of Duolingo Family Plans weren’t being used to their maximum potential. So we did the only reasonable thing one could do – we opened up an adult adoption center. PS: A family of six sounds intense, doesn’t it?”