Duolingo encouraged fans to share their credit card info to sign up for Duolingo Max in memory of the owl’s memory; however, a spokesperson told USA Today that it was a joke and

Duo, also known as the Duolingo Owl, has died, the language-learning app confirmed on social media. While they didn’t share what happened, they shared that there is “an ongoing investigation.”

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.