Duolingo has replaced its social media profile photos and app icon to an image of the dead owl, with Xs for eyes. A TikTok video shared by the brand shows a person dressed up as the bird being carried away in a casket by other Duolingo app characters.

Duo the Owl was known for his silly antics, reminding Duolingo users to complete their daily lessons. He debuted with the app in 2011.

Duolingo, the language-learning app, killed off its owl mascot named Duo on Tuesday in what is assuredly some kind of publicity stunt. In fact, here were are writing about it. So, well played, Duolingo.