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Brandfolder > Case Studies > McLaren Racing Accelerates Content Delivery with Smartsheet and Brandfolder
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McLaren Racing Accelerates Content Delivery with Smartsheet and Brandfolder

Technology Category
  • Analytics & Modeling - Computer Vision Software
  • Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
  • Transportation
Applicable Functions
  • Logistics & Transportation
  • Sales & Marketing
Use Cases
  • Real-Time Location System (RTLS)
  • Smart Collateral Management
Services
  • System Integration
The Challenge
McLaren Racing, a renowned name in the Formula 1 racing industry, faced a significant challenge in managing and delivering race day content to its fans and partners. With racing cars reaching speeds of up to 350 km/h, thousands of pictures are taken at each event to capture key moments. The content team at McLaren Racing was tasked with uploading, cataloguing, and distributing this footage from each race. However, all asset management tasks were manual, slowing down marketing operations and affecting partner initiatives. The manual process of reviewing, sorting, and uploading images into partner folders for specific stakeholders would sometimes take several days. The challenge was further compounded by the massive size of McLaren's image archives.
About The Customer
McLaren Racing is a world-renowned racing team, known for its participation in high-speed Formula 1 races. The organization is committed to providing its fans with captivating images and footage from each race, allowing them to relive key moments and maintain their excitement even after the engines cool down. McLaren Racing works with over 50 partners across four racing series, and its operations are spread worldwide. The organization falls under the mid-market category, with a size ranging from 200 to 1999 employees. It operates in the live entertainment, travel, and hospitality industry.
The Solution
To overcome this challenge, McLaren Racing partnered with Smartsheet to implement Brandfolder, a digital asset management platform. This platform offered a centralized solution to accelerate content delivery to more than 50 partners across four racing series. Brandfolder uses artificial intelligence-based image recognition techniques, which allows for more efficient content tagging. As a result, assets are grouped and labelled faster, enabling partners to access them quickly and share them wherever needed. The AI-based automation also helps McLaren Racing's content team save hours of work each week. The marketing team members use Brandfolder as a source of truth for content, capturing images on their phones and uploading and sharing them with the rest of their team in real time.
Operational Impact
  • The implementation of Brandfolder has entirely transformed McLaren's day-to-day operations. By upgrading to a digital asset management system, McLaren's management has gained unprecedented visibility into their content lifecycle. The new system has not only improved team alignment and partner empowerment but also provided valuable management insights. Moreover, it has enabled McLaren to keep up with the expectations of their fans, who are the most critical stakeholders. The readily available content keeps all stakeholders aligned and empowers them to act independently, unlocking faster outcomes and enhancing fan engagement.
Quantitative Benefit
  • More than 50 partners gain access to race footage as quickly as possible
  • 90+ terabytes of data moved from manual storage to digital asset management platform
  • Significant reduction in time spent on manual asset management tasks

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