Following success supporting the Boyzone tour in January, the Magic Radio Bus is arriving at ‘Barclaycard presents British Summer Time’ in Hyde Park between the 5^thand 14^th of July, with the activation conceived and run by pop-culture marketing agency, Experience12. 

Magic Radio and Experience12 have a long-standing collaborative relationship and the agency was tasked with bringing to life an experience that will drive brand awareness, increase listenership and boost ATSL (average time spent listening) figures.

Magic and Experience12 worked closely to create the Magic Radio Bus creative concept, which will host live broadcasts from ‘Barclaycard presents British Summer Time’, led by famous radio presenters; Ronan Keating, Harriet Scott and Emma B. On-air activities and garden games will also available for the public to engage with, including: quizzes, interviews, giant Jenga and giant Connect Four. The Magic ‘Street Team’ will also be giving away 3,000 branded refillable water bottles, as the festival goes plastic free for the first time this year.

A star-studded line-up of headline acts will perform over the course of the event. Between the 8^th and the 11^th July, ‘Barclaycard presents British Summer Time’ will be open to the public for Open House days which will showcase live music, outdoor cinema, yoga, street food, pop up bars, children’s theatre and more.

Chris Whittle, Founder and MD of Experience12, says: “After the success of January’s event, we were delighted when Magic Radio asked us to update the Magic Bus creative concept for the festival scene and bring it to ‘Barclaycard presents British Summer Time’. Each year the event attracts an ever-growing audience who are looking to make the most of entertainment in the summer sunshine (hopefully!). We’ve worked closely with the team at Magic Radio to bring new, engaging elements to Hyde Park. The fact this year the festival is going plastic-free gave us the opportunity to offer freebies to fans, but also help the environment.”

Sebastian Clark, Head of Marketing at Magic Radio, adds: “The Magic Radio audience are experience seekers and our research tells us that more and more are flocking to live music events, with 40% of all festival attendees being 35-44-year olds. With its line-up of many of our core artists, ‘Barclaycard presents British Summer Time’, in Hyde Park felt like the perfect festival to partner with, and an opportunity to connect with both existing and potential new listeners on the ground. Through their considered activations, Experience12 expertly help bring the station to life and we’re excited to see this in action this month.”

Will Dowdy, VP Global Partnerships at AEG Presents, adds: “Creating the best fan experience at ‘Barclaycard presents British Summer Time’ is always a priority for us. This year, we’re delighted to be working with Magic Radio on the first ever live radio broadcast at the event. They are supporting our pledge to reduce plastics in Hyde Park, which demonstrates our strong brand partnership. I’ve no doubt that the activity Experience 12 has created, whilst showcasing Magic Radio’s on-air talent, will be a real hit with our music fans throughout the festival.”

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P&G has teamed up with celebrity performer and TV presenter Kimberly Wyatt to create a series of spring cleaning-inspired dance moves for each room of the house, and is running a series of dance-related competitions with Magic Radio.

In association with P&G’s household brands Fairy, Flash, Viakal and Febreze, the campaign aims to inspire the nation to dance their way through dirt, grease and grime during the year’s spring clean. P&G’s Dance Your Place Clean with Kimberly Wyatt video can be viewed here: https://www.youtube.com/watch?v=hXskTvuQbDE

Mariella Mariotti, Surface Care Assistant Brand Manager at P&G UK & Ireland, says: “With the spring cleaning season now in full swing, we’re encouraging consumers to follow Kimberly’s easy dance moves to make household chores a more enjoyable task. We have conducted a study which reveals that Brits will go to great lengths to make cleaning more fun, and the spring cleaning-inspired dance moves do just that.”

All campaign images and videos featuring Kimberly Wyatt can be viewed on P&G’s online consumer platform www.supersavvyme.co.uk.

The campaign is supported by a Magic Radio competition to win a selection of music-themed prizes such as a seven night family Flamenco holiday to Madrid, tickets to a London West End musical or £150 in music vouchers. Consumers enter the competition via http://creative.bauermedia.co.uk/pg/.

There will be eight weekly draws with three names selected at random each week to win the three prizes – the holiday, the musical tickets and the vouchers.

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