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Perplexity AI’s unconventional Super Bowl marketing strategy paid off, driving a 50% increase in mobile app installs, according to data from Appfigures. Instead of investing in an expensive TV ad like OpenAI and Google, Perplexity opted for a strategic X post (formerly Twitter) that encouraged users to download its app and participate in a $1 million contest.
Perplexity CEO Aravind Srinivas announced the competition on Friday, stating that users must answer five questions on the app to qualify. The advertising contest significantly increased app downloads while also introducing users to AI-powered search capabilities.
There will be no Perplexity Super Bowl ad. Instead, there’s a Super Bowl contest. You install the app (not needed if you have the app already), and ask at least five questions on the app during the game, and we will pick one winner to give $1mm. Ask like a millionaire.
— Aravind Srinivas (@AravSrinivas) February 7, 2025
Super Bowl Sunday pushed Perplexity’s app downloads above 45,000, despite the fact that it regularly received around 30,000 each day. Perplexity climbed to sixth place in the U.S. App Store’s Productivity sector after briefly sliding to 19th. The app climbed from No. 257 to No. 66 in the overall rating system, eventually reaching No. 49.
Despite high-profile Super Bowl commercials for ChatGPT and Gemini by OpenAI and Google, the firms’ app rankings did not improve significantly. According to critics, OpenAI’s advertisement focused on beautiful images rather than demonstrating how ChatGPT works in practice. The Perplexity marketing initiative increased engagement by allowing players to participate in real-time game activities.
Perplexity succeeded in improving user engagement because its interactive technique allowed users to participate in gameplay by asking real-time questions. The contest required users to submit enquiries, which reduced the initial learning barrier while also showing the AI search engine’s functionality.
Perplexity’s targeted digital engagement was successful since it was as effective and less expensive than traditional advertising in terms of increasing visibility and user involvement.
