Personally the virtual stuff doesn't interest me one iota... not least because i don't use Strava or a gps watch, so i can't get properly involved even if i wanted to.
I think there was some kind of race/event linked to the National Road Relays, where 12 runners from the club submit a 5km time... our club went in for that, but there may have been technical issues.
On the other hand, i do appreciate the ability to maintain contact with my club/group... we have a Whatsapp group for sharing training/race info, and our coach is using that to issue training sessions once or twice a week... of course there is no obligation to do the sessions, but it's nice to retain some structure to the week, and feel part of the group.
We have another guy posting live circuit training sessions from his garden/kitchen on a monday evening, and various club "challenges" each week... planks, wall sits, skipping etc...
None of which interest me, but i guess some people find the motivation helps them to keep going...
What does rile me is "friends" on facebook tagging me in absolute bollocks challenges... i.e "run 5km or donate to the NHS..." sorry mate, i'm already running enough, and please don't tell me how to spend/donate my hard-earned money!