On The Beach launches smart speaker holiday competition on Magic Radio Breakfast

Travel firm, On the Beach, has teamed up with Magic Radio to offer Magic’s Breakfast Show listeners the chance to win an all-inclusive holiday to Dubai via an 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 voices of Ronan Keating and Harriet Scott, hosts of Magic Radio Breakfast, who will invite the listener to play the game. Should the listener get all seven holiday-themed questions correct, they will be entered into a draw to win the holiday. The competition runs until 6 March 2023. 

The smart speaker competition, created by voice assistant ad tech firm, Say It Now, 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. Data from the UK Government’s October – December 2021 Partcipation Survey shows that 39 per cent of UK adults have access to a smart speaker at home, while a 202o Juniper Research report predicted that the growing use of voice assistants will drive the value of smart home payments to $164bn in 2025.   

Additionally, 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 ad generates a 30 per cent uplift in overall levels of brain response compared to a standard audio ad.

Say It Now has recently partnered with Tesco, Specsavers, MSC Cruises and Pizza Hut on other actionable audio advertising campaigns. 

“Partnering with Bauer Media and Say It Now has helped our brand to build trust and awareness while presenting opportunities for new activations,” said On the Beach Chief Customer Officer, Zoe Harris. “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.”