To continue Virgin Trains’ passion for connecting people, they granted everyone (yes, everyone) the opportunity to travel for free using the Never-Ending Ticket.
The catch? It only worked if the Twitter community work together to keep it moving around the country.
Each day people could apply to take their turn using #NeverEndingTicket and pick the ticket up from its latest destination.
The ticket travelled around the country, connecting people, for around a month and visibly increased brand sentiment with Virgin Trains' followers.