Trending PR Campaigns
Virgin Media’s GTA 6 Paid Player
Ahead of Grand Theft Auto 6’s release, Virgin Media Ireland offered one fan €800 to play the game for eight hours and share an honest review on social media. The winner also gets a free copy of the game, turning the launch-day anticipation into a paid job and a simple, news-friendly challenge.
Why it worked: It hijacked a massive launch with a concrete, money-for-hours “job” hook and mandatory social posts, creating instant, sharable FOMO and coverage.
The lesson: Consider reframing your offer as a paid, time-bound “job” tied to a calendar moment, with public deliverables baked in.
Coverage over time
How this story spread across the media