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See articlesHow McLaren’s 60-year archive powers its marketing machine
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In The Drum, the McLaren Mastercard Formula 1 team’s Chief Marketing Officer discusses using Iron Mountain’s archive platform to digitize and activate historic F1 content, strengthening fan engagement and brand storytelling at scale.
The McLaren Formula 1 team has built an incredible, 60-year legacy filled with historic victories and groundbreaking track innovations. This decades-long journey has generated a massive collection of physical and digital heritage assets, including engineering blueprints, vintage film, and classic team photography. To transform these fragile historical files into a highly responsive marketing engine, McLaren has partnered with Iron Mountain to oversee the physical preservation and digital transformation of its complete media archive.
By leveraging our Al-enabled intelligent content platform, InSight DXP, McLaren can instantly search and access thousands of hours of historical footage to fuel fresh fan engagement and global partner activations. The ongoing initiative protects timeless racing history while simultaneously managing the team's end-of-life IT assets on a global scale.
You can check out the full story on how this digital ecosystem turns decades of racing intelligence into an active marketing machine by visiting the original feature on The Drum website.