Duo left this world two days after the Big Game, with Duolingo posting, “Authorities are currently investigating his cause of death, and we are cooperating fully. We’re aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments.”

The brand also changed its social media icon to a dead Duo with crosses over his eyes, mentioned in its obituary that authorities were “looking into a Canadian rapper,” hosted a funeral where guests were asked to “do a Duolingo lesson” rather than sending flowers, and jokingly asked Instagram users to honor Duo’s memory by including their credit card numbers in the comments to automatically sign up for a Duolingo Max subscription.

Duolingo kept it going on Feb. 12, with posts including a video of Duo being hit by a Cybertruck in reverse, and tributes on social from Duo’s longtime crush, Dua Lipa, as well as brands including Chipotle, Halo, Instacart, KitKat, LinkedIn, Netflix, Subway, Tayto Chips, and the World Health Organization.