Magic Radio launch British Summer Time activation with Experience12

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Magic Radio are preparing to take their Magic Radio Bus to the Barclaycard British Summer Time festival.

The Magic Radio Bus activation will host live broadcasts from the BST festival, hosted by Ronan Keating, Harriet Scott, and Emma Bunton.

Visitors will also be able to take part in activities and garden games, including quizzes, interviews, and giant Jenga and Connect Four.

Magic's 'street team' will also be giving away 3,000 branded refillable water bottles to mark BST's first year free of single-use plastics.

The activation was developed with experiential agency Experience12, and is part of the pair's longstanding partnership.

Experience12 were charged with building an activation that drives brand awareness, increases listenership, and boosts average time spent listening (ATSL).

Chris Whittle, Founder and MD of Experience12 said: “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 added: “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 British Summer Time promoters AEG Presents continued: “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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