Takeaways
- Perplexity chose a $1 million giveaway via Twitter/X during the Super Bowl instead of spending $8 million on a commercial spot.
- The strategy led to a 50% increase in app installs and a rise to number six in the U.S. App Store rankings.
- Direct engagement strategies like app-based contests may convert better than passive TV advertisements.
- Viral, time-sensitive promotions can generate lasting brand discussion beyond the initial event window.
- Leveraging major cultural moments creatively can be a cost-effective way for tech companies to boost visibility.
Summary
Perplexity implemented an alternative marketing strategy during the Super Bowl by offering a $1 million giveaway tied to app sign-ups instead of purchasing an expensive TV advertisement. The approach yielded a 50% increase in app installs and pushed the Perplexity app to the sixth spot in the US App Store rankings. Although initial App Store figures suggested around 45,000 downloads—an incremental 15,000 above average—the buzz generated through social media conversations extended the campaign’s reach beyond the Super Bowl window.
This reflects a broader marketing insight that interactive, incentive-driven campaigns can be more effective than traditional mass media advertising for tech and AI companies seeking fast user growth. The podcast also reflects on Perplexity’s history of opportunistic marketing efforts, such as during the New York Times strike, highlighting the company's strategic agility in leveraging external events for visibility.
