Bad Bunny's Super Bowl Performance Triggers Spanish Learning Frenzy on Duolingo
Duolingo has reported a significant surge in users learning Spanish during Bad Bunny's Super Bowl halftime show, suggesting viewers turned to the language app in real time to comprehend the lyrics. The company shared data showing app usage spiked sharply after the Puerto Rican rapper took the stage at Levi's Stadium in Santa Clara, California.
Real-Time Language Learning During the Big Game
According to Duolingo's social media posts, app usage remained near normal levels during the early part of the Super Bowl broadcast but jumped 35 percent immediately after Bad Bunny began his performance at approximately 8 p.m. EST. This dramatic increase indicates that many viewers either started new Spanish lessons or intensified their existing studies during the show.
The language learning platform acknowledged it's too early to determine whether this surge will be sustained, humorously questioning on social media, "Is this what a one-night stand feels like?" Duolingo is well-known for its playful online persona, often embodied by its green owl mascot named Duo.
Strategic Marketing Campaign Leading Up to the Event
In the days preceding the Super Bowl, Duolingo executed a clever marketing strategy, posting daily reminders from Duo urging social media followers to prepare for the halftime show. One such post read, "You have 3 days to learn Spanish for the halftime show, don't disappoint me."
On game day itself, the company Photoshopped Duo's head onto a Bad Bunny Calvin Klein advertisement with the caption, "Today's the day, did you learn Spanish? Time to cram." Following the Seattle Seahawks' victory over the New England Patriots, Duo joked, "I'm so glad a green bird won the Spanish concert."
Historic Performance and Cultural Impact
Bad Bunny, whose real name is Benito Martínez, made history as the first solo Latino artist to headline the Super Bowl halftime show, delivering his performance almost entirely in Spanish. The 31-year-old Puerto Rican rapper had teased his show during a Thursday news conference, stating, "It's going to be fun and it's going to be easy and people only have to worry about dance. I know that I told them that they had four months to learn Spanish. They don't even have to learn Spanish. It's better if they learn to dance."
Preliminary reports indicate his performance may have become the most-watched halftime show in history, drawing approximately 135.4 million viewers and potentially surpassing Kendrick Lamar's 133.3 million viewers from Super Bowl LIX. Official confirmation is expected when the NFL releases its verified data.
Political and Cultural Reactions
The halftime show sparked considerable debate across the United States. Fans and cultural commentators celebrated Bad Bunny's vibrant showcase of Puerto Rican culture, his messages of unity, and guest appearances by Lady Gaga and Ricky Martin. However, the performance also drew criticism from some political quarters.
MAGA Republicans, including former President Donald Trump, complained about their inability to understand the Spanish lyrics and criticized what they described as "disgusting" choreography featured throughout the show. This division highlights the ongoing cultural conversations surrounding language and representation in major American events.
The Independent has reached out to Duolingo for additional comment regarding the sustained impact of this language learning surge and whether they plan to capitalize on similar cultural moments in the future.
