TIML Radio, the new owner of Virgin Radio, is launching an online game that aims to begin migrating listeners away from the Virgin brand, ahead of the station’s relaunch later this year.
The Spot the Virgin game, which goes live next Monday, builds on “spot the difference” by asking users to decide if they can see any Virgin branding in an image. Players win “kudos” for getting it right.
The station says there are 56,000 images, audio and video clips and pieces of text that contain Virgin Radio branding. The game aims to enlist the station’s 250,000 signed-up VIP members to help it weed out the branding, starting with the images. It is expected to be rolled out later in the year.
The game, which has been developed by TIML’s in-house digital team, will be supported during the Christian O’Connell Breakfast show and the Geoff Show.
It aims to highlight to listeners that the station will be relaunching with a new music and entertainment-led brand.