LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/LEGO Technic McLaren P1: The Ultimate Challenge
Grade B20 sourcesHIS-00680

LEGO Technic McLaren P1: The Ultimate Challenge

Campaign · 2024 · Notable

53Editable slideCertificate

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

Original · LEGO
The Ultimate Challenge with Lando Norris | LEGO Technic
LEGO on YouTube
Official photographs of Norris beside the life-size Technic McLaren P1 at Silverstone.
LEGO Group / Jeff Moore
LEGO® Technic™ McLaren P1™ - About Us - LEGO.com
LEGO Group
Lando Norris a Silverstone su McLaren formato LEGO - Mondo Motori - Ansa.it
ANSA
Hey Lego Fans, Check This Out! | WAMD
McLaren Automotive (official release via WAMD)
Technic McLaren P1 Hypercar presented at the 2025 Canadian...
Getty Images / Informa Plus Photo Agency
M+C Saatchi Group | LEGO create life-size LEGO Technic supercar
M+C Saatchi Group
Lando Norris Accomplishes Odd Feat of Driving McLaren Made of Lego Around Silverstone
Sports Illustrated
Going viral: Lando Norris rijdt in LEGO Technic McLaren P1 een rondje op Silverstone
DutchCowboys
Essen Motor Show startet in der Messe
Radio Essen

Spread Score

How it works
Reach73Contagion35Breadth40Velocity87Longevity2353

Numbers

Agency-reported worldwide media impressions; cutoff unstated
15B
Press · Self-reported · M+C Saatchi Group
Seed to peak
1 day
Sep 12 ’24 to Sep 13 ’24
Platforms
5
Started on YouTube
Origin
Mixed
Toys & collectibles

Mechanics

  • Real-world spectaclePrimary
  • Visible in use
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

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.

Google searchesJul ’24AugSepOctNovDecJan ’25FebAprJunPeakOpen webYouTubePressTVRetail
Open webYouTubePressTVRetail

11 more events on this chart

Join free to see them

Timeline (14)

  1. July 2024

    LEGO Group precursor · Jul 10 ’24

    LEGO unveiled the retail McLaren P1 model that the later driving campaign promoted.[1]

    LEGO® Technic™ McLaren P1™ - About Us - LEGO.com
    Open the first post ↗

  2. September 2024

    LEGO seed · Sep 12 ’24

    LEGO released the film of Lando Norris completing a Silverstone lap in its life-size McLaren P1.[2][3][6][4]

    The Ultimate Challenge with Lando Norris | LEGO Technic

  3. Sports Illustrated press · Sep 12 ’24

    Sports Illustrated linked the promotional video to Norris’s second place in the F1 championship.[6]

    Lando Norris Accomplishes Odd Feat of Driving McLaren Made of Lego Around Silverstone
Origin
Mixed
Sector
Toys & collectibles
Region
GB
Agency-reported worldwide media impressions; cutoff unstated
15B
Press · Self-reported · M+C Saatchi Group
Evidence
Grade B

Spread the same way

Hyundai: A Message to Space

YouTube · 2015

56
Hyundai : A Message to Space

70M views

Gap Linen Moves with Tyla and Jungle

TikTok · 2024

54
Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who…

100M impressions

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

Duolingo at the Sweat Tour

X · 2024

43
duolingo birds at SWEAT

22M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Google searchesJul ’24AugSepOctNovDecJan ’25FebAprJunPeakOpen webYouTubePressTVRetail
Open webYouTubePressTVRetail

11 more events on this chart

Join free to see them

  1. July 2024

    LEGO Group precursor · Jul 10 ’24

    LEGO unveiled the retail McLaren P1 model that the later driving campaign promoted.[1]

    LEGO® Technic™ McLaren P1™ - About Us - LEGO.com
    Open the first post ↗

  2. September 2024

    LEGO seed · Sep 12 ’24

    LEGO released the film of Lando Norris completing a Silverstone lap in its life-size McLaren P1.[2][3][6][4]

    The Ultimate Challenge with Lando Norris | LEGO Technic

  3. Sports Illustrated press · Sep 12 ’24

    Sports Illustrated linked the promotional video to Norris’s second place in the F1 championship.[6]

    Lando Norris Accomplishes Odd Feat of Driving McLaren Made of Lego Around Silverstone

  1. press · Sep 12 ’24

  2. peak · Sep 13 ’24

Join free to see the other 11 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 11 sourced numbers and 20 sources. Start with a free account.

Join freeGo Pro