AI search engine Perplexity adopted an innovative approach during the Super Bowl by launching a contest via Twitter that encouraged users to download its app and engage with its AI search functionality. This strategy proved highly effective, resulting in a substantial 50% surge in mobile app installations.
The contest required participants to download the Perplexity app and ask five questions during the game. This not only boosted app downloads but also introduced users to the capabilities of the AI search tool. By tying the contest to the Super Bowl, Perplexity provided a natural context for users to engage with the app and explore its utility.
Early App Store data reveals a significant increase in Perplexity’s downloads on Sunday, with estimates reaching 45,000 compared to the previous week’s daily average of 30,000. This surge also led to a notable improvement in the app’s ranking within the U.S. App Store’s Top Charts.
Perplexity’s approach differed from the traditional Super Bowl advertising campaigns employed by competitors like Google and OpenAI, which focused on broad overviews of AI’s potential. Instead, Perplexity chose to demonstrate the practical application of its AI tool, providing users with a hands-on experience and clear value proposition.
While Google and OpenAI’s ads received widespread attention, Appfigures analysis indicates that they did not result in a significant increase in downloads for their respective apps. Perplexity’s strategy, on the other hand, effectively leveraged the Super Bowl’s captive audience to showcase its product’s functionality and drive user engagement.
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