Published on February 11th, 2025
In a game where tech giants like OpenAI and Google spent millions on flashy Super Bowl ads, Perplexity took a completely different approach—and it paid off! Instead of shelling out for a high-budget TV commercial, the AI-powered search engine leveraged the power of social media, launching a simple yet effective contest on X (formerly Twitter).
The result? A remarkable 50% increase in app downloads! Let’s dive into how Perplexity turned a single tweet into a major growth hack.
The $1 Million Contest That Got Everyone Talking
On Friday, Perplexity’s CEO, Aravind Srinivas, announced in an X post that an exciting contest to win $1 million is open to all users who download the Perplexity app and ask five questions during the Super Bowl.
This was not just a giveaway; it was a carefully considered move to drive installs and get users engaged with the app’s AI-powered search engine. Unlike other promotions that merely encourage users to download the app. Perplexity’s contest required real user engagement with the app rather than just allowing free ridership.
- Super Bowl Contest: During the Super Bowl, Perplexity ran a contest to get app downloads.
- Contest Details: To enter the contest, users were required to download the Perplexity app and ask five questions during the Super Bowl for a chance to win $1 million.
- Increase in App Installs: At the end of the Super Bowl, 45,000 people downloaded the Perplexity mobile app, which is 50% more than on their best day before the contest.
- Marketing Strategy: Perplexity used a tweet (an X post) to promote the contest, instead of spending a money on a Super Bowl ad.
- User Engagement: As the contest required them to ask questions, the users became aware of Perplexity’s AI search engine.
- App Store Rankings: Perplexity’s app was among the top apps in the U.S. App Store’s Top Charts and the highest it ranked was 6th in the Productivity chart and 49th in the Top Apps Overall ranking.
A Viral Growth Strategy Without a Super Bowl Price Tag
While OpenAI and Google aired expensive ads to showcase ChatGPT and Gemini, respectively, Perplexity focused on a more direct and interactive approach. The contest didn’t just boost installs—it helped users overcome the initial learning curve of trying a new product. By requiring five questions, Perplexity effectively turned Super Bowl curiosity into an opportunity for users to experience the AI’s capabilities firsthand.
Breaking Down the Numbers: A 50% Download Surge
The results were impressive. According to Appfigures, Perplexity’s app downloads soared from a daily average of 30,000 to 45,000 on Super Bowl Sunday. Even more notable, its ranking in the U.S. App Store’s Top Charts saw a significant leap:
- Productivity Chart: Climbed to No. 6 before settling at No. 16.
- Top Apps Overall: Jumped from No. 257 to as high as No. 49 before stabilizing at No. 66.
And the momentum didn’t stop there! Projections suggested downloads could double again by Monday if trends continued.
Why Perplexity’s Strategy Worked (While Others Fell Flat)
Perplexity’s contest had a key advantage over the traditional Super Bowl ad playbook—it provided an immediate reason for users to engage. While Google’s ad painted an abstract vision of AI’s role in daily life, and OpenAI’s ad focused more on aesthetics than functionality, Perplexity demonstrated real-time value by prompting users to interact with its AI during a major cultural event.
Additionally, the contest naturally aligned with user behavior. People were already using their phones during the game to look up stats, check scores, or discuss plays. By integrating its AI into that experience, Perplexity made itself relevant in the moment.
What This Means for the Future of AI Marketing
Perplexity’s success story highlights a growing trend: engagement-driven growth can be more effective than traditional advertising. Instead of passive brand awareness, companies should consider interactive strategies that incentivize real usage.
This could set the stage for more AI-driven apps to explore viral marketing tactics—leveraging contests, gamification, and real-world events to encourage adoption rather than relying solely on expensive ad campaigns.
Final Thoughts: A Win-Win Move
Perplexity didn’t need a multimillion-dollar Super Bowl commercial to make an impact. With a well-timed social media post and an irresistible contest, it not only boosted downloads by 50% but also turned new users into engaged participants.
As the AI industry continues to grow, this playbook could serve as a blueprint for companies looking to drive adoption without breaking the bank. If one tweet can lead to such impressive numbers, imagine what’s possible when creativity meets strategy in the world of AI marketing!
