With the launch of their new 'Big Bundle' service packages, Virgin Media wanted a fun and exciting way to engage potential new customers alongside their brand new TV ad which was to run during the Britain's Got Talent live final on ITV.

The ad was to sit within the Britain's Got Talent app, a fifth judge play along experience, that would activate in sync with the television ad break (ad sync).


With the 'Big Bundle' campaign, each package is compared with a type of car, so what better way was there to get customers interacting and understanding the packages than to race them!

Working alongside the team at ITV, a game was devised that allowed players to browse and select their 'bundle car' to race against the clock, tapping furiously to get their place on the leaderboard!

Working closely with the ITV team was essential as the game was a first for the ad-sync format.


The game was a great success with over 43,000 people playing the game over 3, 3 minute ad breaks during the 2 hour show. That means a massive 76% of people that were using the app, engaged with and played the game.

This was the first game ever built for the ad-sync format but the highest performing ITV ad sync ever! A great achievement for Virgin Media, ITV and Candyspace.

Over 43,000 players and an incredible 76% engagement rate

During the live final event of Britain’s Got Talent, over 43,000 players (76% of people using the BGT app during the show) interacted with and raced in the game.

Okay so that Virgin Media advert on the BGT app just then was the best thing of my entire life

@WHOVIAN_JOSH, BGT Viewer, Twitter Fan
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Cross platform experience

The game was integrated into the BGT app across both iOS and Android smartphone and tablet devices.

The Virgin Media Race game is ITV's best performing ad-sync, ever. We're all very happy!

Maya Hishon, Creative Solutions Producer, ITV