As part of the launch of its new direct flight line from San Francisco to Washington D.C., Virgin America debuted the first ever in-flight voter registration program this morning. The airline partnered with Rock the Vote, an organization dedicated to youth political engagement, and PromoJam, a social media marketing company.

The airline's back-of-the-seat entertainment systems will now feature a Scan to Vote QR code that passengers may scan with their smart phones, the company said. In doing so, flyers will be brought to a mobile app that enables them to register to vote with Rock the Vote.