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- This brand manipulated Wikipedia to show up on Google without running ads
This brand manipulated Wikipedia to show up on Google without running ads
but got caught
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In 2019, The North Face, the well-known outdoor gear brand, tried to play a clever trick.
They wanted their products to show up first on Google Image Search when people searched for famous tourist places.
But instead of running ads, they went to Wikipedia.
They quietly changed the images on Wikipedia pages of popular places like Guarita State Park and Cape Peninsula. Their new photos showed people wearing North Face products.
Source: The Drum
Since Wikipedia pages ranked high on Google, their plan worked… for a short time.
But then, people noticed. Wikipedia got upset. They called it "unethical" because The North Face used a free, community site for marketing without permission. Volunteers quickly removed or cropped out the brand’s images.
Soon, The North Face and their agency, Leo Burnett, had to say sorry and stop the campaign.
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