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Ideas and technique to help you promote and image radio

Google uses radio to bring voice search app to life

This Summer, media powerhouse Google ran its first ever radio campaign to promote its new search app with a bespoke takeover of Capital FM weather and spot ads.

The app allows users to activate search functions of Google via an app on their phone using their voice as a command. One of the features of the search is being able to get the latest weather update – just by asking it.

The team at Capital FM brought this to life through a bespoke editorial sponsorship of the weather.

Rather than just running sponsorship credits on air to promote the app – the bulletins are actually read live by “Google” with the latest forecast being said from the app. The copy is produced every morning and afternoon using the latest information provided by Google, recorded live by activating the search with the “OK, Google” command.

The campaign is running across London and Manchester, supported by spot ads to complement this sponsorship.

Take a listen:

Earshot says …

This is a great way to use radio to encourage trail of the voice search product by showing first-hand how it can be used everyday – via the trusted medium of radio.

It also takes advantage of the contextual nature of the Breakfast show where listeners are waking  up and need to know the weather for the day ahead. Nice work Google.

The campaign was devised by Global Radio and media purchased by OMD.

Jonathan Jacob is currently a Content Solutions Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judging co-ordinator and sits on the Events Committee for The Radio Academy. Views are personal.