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Duolingo: Non-Fungible Effort
Award: D&AD New Blood 2022
The Brief
Get people motivated to do their daily lesson
The Problem
While streaks are designed to motivate Duolingo's users to come back to their lessons, they have slowly lost their novelty and appeal. Once learners fall off a long streak, they lose their motivation to learn again. Since NFT has been the hottest thing in mainstream culture for 29.7% of Gen-Zers, owning an NFT is owning the ultimate bragging material.
The Solution
We gave them a solution to immortalize their streaks and showcase it in an even cooler way. By recording our users’ learning data, we’re generating a unique NFT for everyone. Upon being minted onto our eco-friendly blockchain, these NFTs will store users’ streaks and can be updated as they progress through their learning journey. Users can share their NFT onto social media in whatever way they want for the ultimate brag.
