The deal, which the station claims is an industry first, was brokered by Radio Lynx and is running across every Virgin show.
It features a combination of top and tail bumpers either side of the hourly news, with live reads directly following it.
The mechanic reflects the 118 day or night service and will give away a prize every hour of every day during the promotion.
The live reads and prizes have been tailored to the mindsets of typical 118 24 7 callers, who require different services according to the time of day and week.
Activity started at 6am yesterday (Monday) and will run through to 7am on 5 November.
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