Boost Your App Installs: How Perplexity’s Super Bowl Tweet Spiked Engagement by 50%
Perplexity AI has recently made waves in the app market with its innovative approach to boosting downloads during the Super Bowl. Instead of spending hefty sums on a traditional Super Bowl advertisement, the AI search engine opted for a strategic social media campaign that encouraged users to download its app and participate in a contest for a chance to win $1 million. This unique strategy resulted in a remarkable 50% increase in app installs, according to Appfigures, a leader in app intelligence.
Engaging Contest Boosts App Downloads
On Friday, Perplexity’s CEO, Aravind Srinivas, announced the details of the contest via a post on X (formerly Twitter). Users could enter by downloading the Perplexity mobile app and asking at least five questions during the Super Bowl. The company promised to select one lucky winner to receive a staggering $1 million.
How the Contest Worked
The contest was designed not only to increase app installs but also to familiarize users with Perplexity’s AI search capabilities. Here’s how it worked:
- Download the Perplexity app if not already installed.
- Ask at least five questions using the app during the Super Bowl.
- Enter for a chance to win $1 million.
This approach helped users overcome the initial learning curve associated with trying a new product while leveraging the Super Bowl’s exciting atmosphere to stimulate engagement.
Impact on App Store Rankings
According to early estimates from Appfigures, Perplexity’s downloads reached approximately 45,000 on Sunday, significantly up from the previous week’s daily average of around 30,000. This surge in downloads enabled the app to climb the U.S. App Store’s Top Charts:
- Reached No. 6 in the Productivity category
- Climbed from No. 257 to No. 66 in the Top Apps Overall ranking, peaking at No. 49
As of Sunday morning, the app’s ranking in the Productivity category had slightly decreased to No. 19 but rebounded to No. 16 later on.
Future Projections for Perplexity’s Downloads
Recent projections suggest that by the end of Monday, Perplexity could potentially double its download numbers if the momentum continues. While Perplexity’s social media strategy may not have reached a broader audience compared to the Super Bowl ads from Google and OpenAI, it effectively showcased how users can engage with its AI app.
Comparing Marketing Strategies
Google’s Super Bowl ad aimed to demonstrate the versatility of AI in everyday life, albeit with some missteps that required corrections. In comparison, OpenAI’s advertisement faced criticism for failing to effectively illustrate practical applications of the ChatGPT app, focusing instead on artistic elements.
While Appfigures did not observe significant direct correlations between the ads and app downloads for Google and OpenAI, both apps continued to attract downloads due to their established popularity.
For more information on effective app marketing strategies, visit Marketing Land.
