Alexa, Open Magic On The Beach

Ronan Keating and Harriet Scott invite Magic Radio listeners to win a holiday to Dubai by playing interactive smart speaker game

We have teamed up with On the Beach, the travel holiday specialists, and Magic Radio, to offer Magic’s breakfast show listeners the chance to win the holiday of a lifetime by participating in a new, holiday-themed interactive smart speaker game. 

As part of On the Beach’s year-long sponsorship of the Magic Breakfast show, listeners can request to ‘Open Magic on the Beach’ on their Amazon Alexa device. They will then hear the friendly voices of Ronan Keating and Harriet Scott, hosts of Magic Radio Breakfast, who will invite the listener to play a fun, light-hearted game. Should the listener get all seven holiday-themed questions correct, they can be entered into a draw to win an all-inclusive holiday to Dubai. 

Earlier this year the Bauer Media radio station, On the Beach, and media agency Goodstuff launched the inaugural ‘Airport Lounge Olympics’, seeing five couples battle it out in a series of live games that were also broadcast on air to win a free all-inclusive holiday to Mexico. Shining a light on On the Beach’s free lounge offering to anyone that books a four-star or above holiday, the ‘Airport Lounge Olympics’ comprised airport-themed games such as ‘Suitcase Shuffle’, ‘Security Line 100m’, ‘Spot the Pilot’ and ‘Breakfast Buffet’.

The new smart speaker competition represents the next phase of On the Beach’s marketing and sponsorship campaign as it seeks to tap into the growing trend of actionable audio advertising and conversational technology.

Research from Neuro-Insight, the neuro analysis company, has shown that the conversational concept behind smart speaker advertising can generate powerful responses in the human brain that can build deeper connections between brands and consumers. The research found that voicing a brand’s name back to a smart speaker (in response to an advert) generates a 30% uplift in overall levels of brain response compared to a standard audio ad (The Power of Actionable Audio Ads, 2022).

Charlie Cadbury, CEO and Founder, Say It Now, says: “We are thrilled to partner with Magic Radio and On the Beach to create this interactive smart speaker competition. Voice technology is shaking up the traditional ways that brands communicate with their customers, and this is the latest example of how the technology is being deployed to drive awareness, engagement, and entertainment!”   

Simon Kilby, MD of Bauer Media Advertising, says: “People are listening increasingly more via digital devices, with our own Bauer digital listening profile leading the market at 75.3%. We’re always looking to innovate our products and services to match our listeners’ behaviour and develop our advertising offerings accordingly so brands can speak to audiences in the most relevant ways. This partnership and new smart speaker game between Magic Radio, On the Beach, and Say It Now is a perfect example of this and we can’t wait to see listeners try it out – and win a fantastic holiday on the way!”

Zoe Harris, Chief Customer Officer, On the Beach, says: “Partnering with Bauer Media and Say It Now has helped our brand to build trust and awareness while presenting opportunities for new activations. This fun holiday-themed smart speaker competition combines creativity with cutting-edge technology and it has been great to see Ronan Keating and Harriet Scott bring the campaign to life!”

On the Beach sponsors Magic Radio Breakfast, on air every Monday-Friday from 6-10 am.

The competition ends on 6 March 2023. 

Here’s how the opening sounds
Listen to the live reading from Ronan Keating and Harriet Scott