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 quiz that felt natural and entertaining while incorporating brand messaging, competition mechanics, and seamless integration with Bauer's existing Planet Radio Skill for entry completion.
Results
Successfully launched an interactive voice quiz that extended Magic Radio's reach into the smart home environment, creating a multi-platform brand experience for On The Beach. The four-state user journey design enabled re-engagement of users who didn't complete on first attempt, significantly improving overall completion rates.
The Skill-to-Skill connection functionality created a new approach for competition entries, proving that voice experiences could integrate with existing platform infrastructure rather than requiring standalone solutions. This technical innovation created a reusable model for future Bauer Media voice campaigns.
The randomised question system encouraged multiple plays, extending user engagement beyond a single session and creating repeated brand touchpoints throughout the campaign period.
Voice Experience Design: We designed a 7-round quiz experience with 5 questions per round, each focused on beach and holiday-themed trivia. The conversational flow needed to feel spontaneous and fun while incorporating On The Beach's brand messaging naturally. We architected four distinct user states to maximise engagement and completion:
Main welcome for first-time users
Returning welcome for users who hadn't completed the game
Winner state for users who won but hadn't entered the competition
Completion state allowing replay for fun after entering
Randomisation & Replay-ability: We built question randomisation into the experience so users who answered incorrectly would encounter different questions on replay, maintaining challenge and encouraging multiple attempts. This created a game that felt fresh each time rather than a memorisation exercise.
Technical Build: Working with our engineering team, I oversaw development of the quiz logic, randomisation system, and critical Skill connection functionality. Once users completed the game successfully, they were prompted to transfer to Bauer's Planet Radio Skill to complete their competition entry - a technical integration that required seamless handoff between two separate Alexa Skills.
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 while integrating seamlessly with existing platform infrastructure. By creating a quiz experience with intelligent user state management and cross Skill functionality, we delivered value to listeners while achieving marketing objectives for On The Beach.
The campaign demonstrated how thoughtful technical design - randomisation for replay-ability, state-based user journeys, Skill-to-Skill connections - can transform a simple quiz into an engaging, repeatable brand experience that drives both entertainment and conversion.
