# LEGO Technic McLaren P1: The Ultimate Challenge

> LEGO’s driving stunt earned 2,578 media mentions, according to its campaign entrant.

- Owner: LEGO Group / McLaren Automotive
- Kind: Campaign
- Sector: Toys & collectibles
- Seed date: 2024-09-12
- Peak date: 2024-09-13
- Spread Score: 53 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Visible in use, Platform jump, Press loop, Newsjacking

## Summary

LEGO filmed Lando Norris driving a life-size McLaren P1 at Silverstone. Paid edits accompanied press coverage and independent forum discussion. The car later appeared at shows in Essen and Toronto; the campaign won a Cannes Bronze Lion.

## Timeline

- 2024-07-10 — LEGO Group (Open web) — LEGO unveiled the retail McLaren P1 model that the later driving campaign promoted.
- 2024-09-12 — LEGO (YouTube) — LEGO released the film of Lando Norris completing a Silverstone lap in its life-size McLaren P1.
- 2024-09-12 — Sports Illustrated (Press) — Sports Illustrated linked the promotional video to Norris’s second place in the F1 championship.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/lego-mclaren-p1-ultimate-challenge

Cite as: How It Spread (2026). “LEGO Technic McLaren P1: The Ultimate Challenge.” Case HIS-00680. Spread Score v1.2: 53/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00680