Perplexity did something different during the Super Bowl: it didn’t spend millions on a flashy ad. Instead, the AI search engine made a simple X post (formerly called a tweet) to promote downloads. And it worked.
According to the app intelligence firm Appfigures, mobile app installs for Perplexity soared by 50%. It didn’t top the U.S. App Store ranking, but the post was a tale of the butterfly effect- a small move that made a big impact.
A Clever Contest With a $1 Million Hook
On Friday, Perplexity CEO Aravind Srinivas took to X with an offer: download the Perplexity app, ask five questions during the Super Bowl, and you could win $1 million.
It wasn’t just a giveaway. It was a strategy. Instead of just watching an ad, people actually used the app. They got familiar with how Perplexity works without even realizing it.
The timing was smart, too. The Super Bowl gave people plenty of reasons to ask questions: about players, stats, or the halftime show. The contest gave them the perfect excuse to try it out.
Impressive Growth of Perplexity Without a TV Ad
The numbers tell the story:
- 45,000 downloads on Super Bowl Sunday, up from 30,000 daily.
- Ranked No. 6 in the Productivity category, later settling at No. 16.
- Overall App Store ranking jumped from No. 257 to No. 66, peaking at No. 49.
It wasn’t an overnight sensation, but it was a solid, organic boost, all without spending a fortune on a commercial.
How Perplexity Stood Out From AI Giants
Google and OpenAI went the traditional route. They spent big on Super Bowl ads to promote their AI tools, Gemini and ChatGPT. But did it pay off? Not really. Neither company saw an immediate spike in downloads. Still, their app download maintained its previously high rate.
Google’s Ad: A Big Picture
Google’s ad showed how AI could fit into everyday life, featuring a dad updating his resume. But it wasn’t exactly the kind of thing that gets people rushing to download an app.
OpenAI’s Approach: Art Over Function
OpenAI focused on aesthetics. Their ad leaned into visuals, but it left some people wondering ‘what does ChatGPT actually do?’
Also read: How to Use ChatGPT: A Comprehensive Guide
Perplexity’s Edge: Hands-On Engagement
Perplexity did more than announce its app, it got people to use it. The contest turned potential users into actual users, and that made all the difference. This made people develop some level of familiarity with the app. And as they got responses to search queries, the initial learning curve was done.
A Smart Play for the Future
Perplexity’s Super Bowl strategy proves something big: engagement beats exposure. While big-budget ads create buzz, interactive experiences create habits. With this contest proving successful, Perplexity might be onto something. Will other brands follow suit? If this experiment is anything to go by, the answer is probably yes.
