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High Valyrian Lessons

Award: Wood Pencil

Wood Pencil / PR / Entertainment / 2023

Award: Wood Pencil

Wood Pencil / Entertainment / User Participation

How do you tap into the conversation around the most anticipated TV series ever? By speaking its language. For the new Game of Thrones prequel, House of the Dragon, Duolingo partnered with HBO Max to create High Valyrian lessons that teach fans the fictional language from the show. The course launched with cryptic billboards, a challenge for a real sword, and viral content showing Duo the Owl on the iron throne. The unexpected partnership earned more press coverage of Duolingo than ever before. Over 300,000 fans started learning High Valyrian and 43% plan to another language like Spanish or French next.

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