Speak or Pay by Duolingo turned NYC taxi rides into real-world language lessons. Nobody knows a city’s lingo better than a local — and nobody chats more than a NYC cabbie. With 87% of drivers being immigrants, every ride became a challenge: hold a full conversation in the driver’s native language from pickup to drop-off. Nail it, and the ride’s on the house. Fail, and you pay. This playful, immersive activation brought Duolingo lessons to life on the streets of the city that never sleeps, creating unforgettable, shareable moments with the city’s most authentic teachers: NYC drivers.