Virgin Red
- Brand
- Virgin Red
- Year
- 2022
- Objective
- Loyalty
- Industry
- Travel & Hospitality
- Mechanic
- Quiz & Trivia
- Platform
- App
- Agency
- Playable
Objective
Virgin Red needed a steady supply of quick, on-brand promo games to pull in new members and keep existing ones opening the app daily, without the slow, manual build process each previous game had required. When Virgin Voyages had a sudden need to fill cabins on Valiant Lady's first sailings, Virgin Red turned its daily game slot into a recruitment push for the whole Virgin family.
Solution
Each weekday, Virgin Red members find a new game waiting in the app or on the site's "Earn" section — a quick quiz, a spot-the-difference test, a memory match, or a reflex-tap game, drawn from a rotating cast that includes "Don't Drop the Shops," "Let's Get Quizzical," "This or That," "Speed of Sight," and "Red Recall." A round takes a minute or two: tap answers, spot the odd one out, catch falling items, or match pairs, then see a result screen. Finishing enters the player into a draw for Virgin Points. In February 2022, the same short-game format doubled as an entry ticket for Virgin Voyages: play, hand over your details, and go into a draw for a cabin on Valiant Lady's maiden voyages — pushed through the app, the site, and email alone, with no paid media behind it.
Results
The Virgin Voyages promotion drew 131,000 competition entries and brought in 3,500 new Virgin Red members, reaching five million views with zero media spend — the lowest cost-per-acquisition in the company's history — with eight companies from the Virgin family taking part.
- 1
The player opens the Virgin Red app or website and goes to the Earn Points section (called "Earn" on the site), where games and competitions are listed first.
- 2
Playing for prizes requires Virgin Red membership; a player who isn't yet a member is prompted to sign up through a form on the same page.
- 3
A new mini-game appears each weekday, rotating through several short mechanics reskinned in Virgin Red branding: This or That, a forced-choice quiz where the player picks a favourite from paired options; Red Recall, a memory game of flipping and matching icon cards; Speed of Sight, an attention test that has the player spot differences, track moving objects, or catch elements before a timer runs out; Don't Drop the Shops, an arcade catcher where partner-brand logos fall from the top and must be caught before reaching the bottom; and Let's Get Quizzical, a trivia quiz on Virgin's family of companies.
- 4
Before starting, the player sees that day's points prize pool, which varies by game from 1,000 up to 5,000 Virgin Points.
- 5
Finishing the game — no purchase or extra task required — automatically enters the player into a prize draw alongside other participants, with winners chosen at random.
- 6
The lineup of games refreshes weekly, and players can return to play again indefinitely; each completed game counts as a separate draw entry.
- 7
A February 2022 tie-in with Virgin Voyages ran the same multi-choice quiz format, letting the player simply pick a favourite option; the prize was a Sea Terrace cabin for two on one of the first Valiant Lady sailings, subject to conditions such as UK residency, age 18+, and one entry per person.
- 8
An earlier February 2021 format ran as a two-week daily promotion on an external site: the player spun a prize wheel each day for a chance at one of 100 instant point prizes (200–5,000 points), with all entrants going into a final draw for a 1,000,000-point grand prize.
