Perplexity AI Super Bowl Tweet Drives 50% App Install Boost

Perplexity's Super Bowl Strategy Drives App Downloads

Perplexity experienced a notable increase in app downloads through its Super Bowl-related contest. Instead of investing in a costly Super Bowl commercial, like OpenAI and Google, the AI search engine opted for a strategic X post—formerly known as a tweet—promoting app downloads and a chance to win $1 million.

Contest Details and Impact

While not propelling Perplexity’s app to the very top of the U.S. App Store charts, this approach resulted in approximately a 50% rise in mobile app installations, as reported by Appfigures, an app intelligence provider.

Perplexity CEO Aravind Srinivas announced the contest via X on Friday. Users were invited to download the Perplexity mobile app, or utilize their existing installation, and submit at least five queries during the Super Bowl broadcast to be eligible for the $1 million prize.

Boosting User Engagement and Familiarity

The contest proved to be a resourceful method for both increasing app installs and enhancing user understanding of Perplexity’s AI search functionality.

By mandating five questions for entry, Perplexity effectively addressed the initial learning curve often associated with new product adoption. Furthermore, the requirement to ask questions during the Super Bowl game itself provided users with relevant context and topics for inquiry.

App Store Performance

Initial App Store data indicates that Perplexity’s downloads reached 45,000 on Sunday, a significant increase from the previous weekly average of around 30,000, according to Appfigures.

This surge also improved Perplexity’s ranking within the U.S. App Store’s Top Charts. The app climbed as high as No. 6 in the Productivity category following the X post, subsequently falling to No. 19 by Sunday morning, and then rebounding slightly to No. 16.

Additionally, Perplexity’s overall Top Apps ranking improved from No. 257 to No. 66, peaking at No. 49.

Projections suggest that the app could potentially double its download numbers by the end of Monday, assuming continued positive momentum.

Comparison to Competitor Strategies

Despite lacking the broad reach of Google and OpenAI’s Super Bowl advertisements for Gemini and ChatGPT, respectively, Perplexity’s strategy may have been more effective in demonstrating the practical application of its AI app.

Google’s ad aimed to illustrate the diverse ways AI could integrate into consumers’ lives, although it required an edit to correct an inaccuracy. However, the showcased use case—assisting a job seeker in refining their resume with references to stay-at-home parenting experience—may not have resonated with a wide audience.

OpenAI’s advertisement also received mixed feedback, with some critics suggesting it failed to adequately demonstrate the capabilities of the ChatGPT app, prioritizing artistic visuals over practical applications.

Appfigures reported no substantial download increases directly attributable to the advertisements from OpenAI and Google, although these apps consistently maintain high download volumes.