"Cross-industry Collaboration" Marketing Strategy and Communication: Taking the Collaboration between Duolingo and Luckin as an Example

Abstract

In the current market context where cross-industry collaborations are increasingly prevalent yet risk becoming homogenized, the collaboration between Luckin Coffee and Duolingo stands out as a representative and groundbreaking case of success. This study takes this co-branded campaign as its research focus and, drawing on narrative theory, participatory culture, and emotional branding theory, employs a case study approach to examine its marketing communication strategies in depth. The study identifies three effective strategies: (1) precise targeting of multi-segment audiences; (2) emotional storytelling centered on a "wedding" theme to enhance user immersion and emotional bonding; and (3) a participatory communication mechanism that stimulates user-generated content (UGC) and brand interaction, thereby facilitating viral dissemination. The results indicate that communication strategies centered on emotional narrative and user co-creation can effectively counteract marketing homogenization, enhance the symbolic value of the brand, and sustain long-term user engagement. This research provides theoretical implications and practical strategic insights for future cross-industry collaborations.