Perplexity recently took a unique approach to boost its app downloads during the Super Bowl. Instead of splurging on a costly Super Bowl advertisement like tech giants OpenAI and Google, the AI search engine cleverly harnessed the power of social media. They launched a post encouraging users to download its app and participate in a contest that promised a chance to win a staggering $1 million.
While this tactic didn’t catapult Perplexity’s app to the top of the U.S. App Store rankings, it did result in a significant surge in downloads. According to data from the app intelligence provider Appfigures, Perplexity achieved an impressive 50% increase in mobile app installs.
The strategy was shared by Perplexity’s CEO, Aravind Srinivas, who mentioned that to enter the contest, users needed to download the app and ask at least five questions during the Super Bowl. This not only spurred app installs but also got users familiarized with its AI-powered search capabilities.
By requiring engagement during the game, users naturally found themselves turning to the app to look up stats, facts, or news related to the event, effectively lowering the barrier to trying out the new technology. The results were encouraging, with early estimates showing Perplexity’s downloads soaring to 45,000 on Super Bowl Sunday, a substantial increase from the previous week’s daily average of 30,000.
The contest also helped boost Perplexity’s ranking in the U.S. App Store’s Top Charts, reaching as high as No. 6 in the Productivity category and climbing significantly in the overall app rankings. The successful engagement during this period suggests potential for future growth.
In contrast, Google’s and OpenAI’s expensive Super Bowl advertisements seemed less effective in explaining their AI apps’ usefulness. Google’s ad, which aimed to integrate AI into daily life, focused on helping a job seeker craft a resume, which may not have broadly resonated with viewers. OpenAI’s ad concentrated more on artistic visuals rather than showcasing the practical uses of its ChatGPT app.
Despite not opting for traditional advertising, Perplexity’s innovative contest strategy effectively showcased their app’s search capabilities to new users, encouraging higher engagement and familiarity with their product.
