Pinduoduo, one of the largest e-commerce platforms in China, launched its 'Oil Hijack' marketing campaign based upon oil-cooking sounds, which were turned into discount coupons.
With the intention of building brand awareness and boosting the online sales of cooking oil, Pinduoduo launched an app that could listen for the sounds of oil cooking in real-time and give out coupons accordingly. Based on the idea that China is the largest user of cooking oil in the world—and that the sound of oil sizzling can be heard in the home, on the streets and on TV—each time a cooking oil sound was detected in the background, the app gave out a voucher that could be put towards the purchase of a cooking oil on Pinduoduo's online platform.
Sonic Cooking Oil Apps
Pinduoduo's Oil Hijack Campaign Translates Oil-Cooking Sounds into Coupons
Trend Themes
1. Sound-based Marketing - Leveraging sound recognition technology to engage consumers and drive sales through customized promotions.
2. Interactive Branding - Creating interactive experiences that increase brand awareness and customer engagement.
3. Personalized Coupons - Using personalized promotions and discounts to incentivize purchases and increase customer loyalty.
Industry Implications
1. E-commerce - Implementing innovative marketing strategies to enhance online sales and improve customer retention.
2. Food and Beverage - Exploring novel ways to promote cooking oil products and increase market penetration.
3. Technology - Developing sound recognition and mobile app technology to drive customer engagement and boost sales.