Archive — US — techcrunch
Perplexity’s Super Bowl ‘tweet’ increased app installs by 50%
Perplexity's clever social media strategy during the Super Bowl increased its app downloads by 50% without the need for an expensive ad. Users were encouraged to download the app and enter a contest by asking questions during the game, resulting in significant engagement and improved familiarity with the app's AI search functions.
Key points
- Perplexity forwent a Super Bowl ad, opting instead for a tweet promoting app downloads.
- Users could enter a $1 million contest by downloading the app and asking five questions during the Super Bowl.
- App downloads surged to approximately 45,000 on Sunday, up from a daily average of 30,000.
- The app climbed to No. 6 in the U.S. App Store's Productivity chart, showcasing the effectiveness of the campaign.
- The strategy engaged users with the product directly, familiarizing them with the AI search process.
Why it matters
- Perplexity's strategy reflects a growing trend for companies to leverage social media over traditional advertising.
- The rise of interactive marketing strategies is consistent with 2025 IT trends focusing on user engagement and experiential learning.
- Similar to Google and OpenAI's ads, which didn't significantly boost their downloads, Perplexity's approach shows a distinct shift in marketing effectiveness.
Perplexity's successful Super Bowl tweet demonstrates the potential of innovative social media strategies in boosting app engagement and user familiarity, contrasting with traditional advertising methods by focusing on interactive user experiences.