A single strategically timed marketing campaign could net one lucky Perplexity AI user a million-dollar prize during this year’s Super Bowl, as the AI startup opts for an alternative to traditional game-day advertising.
Campaign Overview; Perplexity AI’s ‘Million Dollar Question’ promotion offers users the chance to win $1 million by engaging with their AI chatbot during the Super Bowl.
- The contest runs from 3 PM PT on February 9 until approximately 7:30 PM PT, coinciding with the Kansas City-Philadelphia game
- Users must download the Perplexity mobile app and actively participate by asking questions
- Each question asked during the contest period counts as an entry, with a maximum of 5 entries per user
- The winner will be selected through a random draw within an hour of the contest’s conclusion
Participation Requirements; The promotion establishes specific eligibility criteria and engagement rules for potential participants.
- Only U.S. legal residents aged 18 or older can participate
- Contestants must have an active Perplexity account or create a new one
- Users need to explicitly confirm their participation after signing into the mobile app
- CEO Aravind Srinivas encourages users to “Ask like a millionaire” during the contest period
Strategic Marketing Approach; The initiative represents an innovative alternative to traditional Super Bowl advertising strategies.
- While competitor OpenAI chose to debut a conventional Super Bowl commercial, Perplexity AI opted for direct user engagement
- The campaign aims to drive app downloads and increase user interaction with the platform
- The substantial prize money matches the scale of Super Bowl ad spending while potentially generating more direct user engagement
Market Implications; This unconventional approach to Super Bowl marketing could signal a shift in how AI companies approach user acquisition and brand awareness.
- The direct-to-user campaign model could provide more measurable results than traditional advertising
- The timing leverages Super Bowl attention without competing in the crowded commercial space
- The strategy demonstrates how AI startups are finding creative ways to compete with larger, more established competitors
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