MAGIC ON THE BEACH VOICE CAMPAIGN
As part of On The Beach's year-long partnership with Magic Radio, we created an interactive Alexa quiz that extended the radio campaign into listeners' homes. I led the production of this voice experience, working directly with Bauer Media and On The Beach to create an engaging game that rewarded participants with the chance to win a holiday to Dubai.
Head of Product | Producer
Bauer Media / Magic Breakfast
On The Beach
Smartspeakers / Alexa
Challenge
On The Beach wanted to extend their Magic Radio sponsorship beyond traditional audio advertising. The goal was to create a memorable brand experience that would drive deeper engagement with listeners while staying true to Magic Radio's feel-good positioning.
The challenge was designing an interactive voice experience that felt natural and entertaining while incorporating brand messaging and competition mechanics seamlessly.
Results
Successfully launched interactive voice experience that extended Magic Radio's reach into the smart home environment. The campaign demonstrated how radio brands can leverage voice technology to create deeper listener engagement beyond traditional broadcast.
The Alexa quiz provided On The Beach with a memorable brand touchpoint that went beyond passive listening, creating an active participation moment that reinforced their holiday positioning.
Voice Experience Design: I designed the quiz format and conversational flow, creating an engaging game that asked listeners beach and holiday-themed trivia questions. The experience needed to feel spontaneous and fun while incorporating On The Beach's brand messaging naturally.
Technical Build: Working with our engineering team, I oversaw the development of the Alexa Skill, ensuring smooth question delivery, answer validation, and prize entry mechanics. The skill needed to handle multiple user responses and provide clear feedback throughout the experience, as well as skill linking to the Bauer Radio Alexa Skill.
Partnership Coordination: I collaborated with Bauer Media's Magic Radio team to align the voice experience with their on-air campaign, ensuring consistent messaging and timing. We coordinated competition mechanics, prize fulfillment, and promotional messaging.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Testing & Launch: I managed the Amazon certification process and coordinated the launch timing with Magic Radio's on-air promotion to maximize awareness and participation.
“ 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!”
Simon Kilby
MD | Bauer Media Advertising
Conclusion
Magic On The Beach proved that voice technology can extend traditional media campaigns into new interactive formats. By creating a quiz experience that felt native to both Magic Radio's brand and the Alexa platform, we delivered value to listeners while achieving marketing objectives for On The Beach.
The campaign showed how voice can complement radio advertising, creating multi-platform brand experiences that drive engagement beyond the broadcast moment.
