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From archive to activation: How The McLaren Mastercard Formula 1 Team brings 60 years of heritage to life
Customer Success Stories
By unlocking 60+ years of motorsport heritage, McLaren Racing is transforming dormant physical and digital archives into an active marketing engine, reducing campaign turnaround times and driving a 3x surge in follower growth.
McLaren Racing has more than 60 years of motorsport history, from iconic race footage and photography to audio and original engineering blueprints. That heritage is more than a record of the past. It’s a powerful way to connect with fans today.
And fans respond. Heritage-focused social content drives ~3x higher follower growth than non-heritage content.
The challenge was putting that history to work at the speed McLaren Racing needs. Finding and preparing content stored across physical archives could take days or weeks, making it difficult to activate the right moment when it mattered.
Accelerating campaign workflows with streamlined media access
Working with Iron Mountain, McLaren Racing has unlocked digital heritage assets, transforming its archive into content teams can discover and activate faster.
That means McLaren can bring more of its history into timely fan storytelling, campaigns, partner activations and brand experiences. For example, at the McLaren Racing Live: in Miami Fan Zone in May 2026 fans were treated to an interactive game kiosk featuring trivia questions and a virtual car-building experience leveraging images of iconic cars, drivers, tracks and blueprints.
Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them. With the integration of Iron Mountain, we will be able to bring to life more of the team's rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.
How Iron Mountain makes it possible
Iron Mountain combines physical preservation, specialized digitization and Iron Mountain InSight® DXP to help McLaren Racing protect its heritage while making it easier to discover and activate. AI-powered search helps teams quickly find relevant assets and moments within historical footage, while centralized governance helps ensure content is ready for use.
The result: 60+ years of history preserved for the future and put to work today.
Performance will come and go… someone else will win. The brand has to be strong enough to maintain relevance through those cycles.