Shannons Club Online 'Show and Shine' Competition

Shannons wanted to increase engagement with existing club members while enticing new enthusiasts to join the Shannons Club. The objective was to build participation, generate content and strengthen community connection.

We developed the online Show and Shine competition, giving enthusiasts the chance to showcase their cars and bikes by uploading photos for the chance to win prizes. The competition format encouraged members and non-members alike to join the club and participate, while creating a valuable library of user-generated content for Shannons to use across social and owned channels.

Supported by a full suite of promotional assets, including eDMs, digital ads, social campaigns and press, the competition generated over 1,300 entries (47% of which were new Club sign-ups) and nearly 7,000 photos, making it one of the most engaging initiatives on the platform.