Egg on North Face: Wikipedia furious after glamp-wear giant swaps article pics for sneaky ad shots – and even brags about it in a video | 5/29/2019 | Staff
red815 (Posted by) Level 3
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Vid The North Face tried to sneakily replace images on Wikipedia pages with shots of models wearing the outdoor-clothing biz's clobber in an attempt to skyrocket to the top of Google Images.

It was part of an ad campaign that The North Face figured out with the Brazilian branch of international admen Leo Burnett Tailor Made. They had noticed that when people searched for top nature destinations, the first few images on Google were often taken from Wikipedia pages.

Example - El - Capitan - Google - Images

For example, if you look for El Capitan in Google Images, the first picture of the giant granite 3,000-foot cliff nestled in Yosemite National Park in California is taken from Wikipedia. The North Face decided to swap those images with ones taken from professional photoshoots that showed off their expensive get-ups and gear pictured in the same destination. Product placement, eh?

The ad agency even bragged about it. “How can a brand be the first on Google without paying anything for it?,” it asked in a promotional video, embedded below. “We photographed our brand in several adventurous places. Then we switched the Wikipedia photos for ours....
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