Skip to main content

Slashdot: The North Face Used Wikipedia To Climb To the Top of Google Search Results

The North Face Used Wikipedia To Climb To the Top of Google Search Results
Published on May 31, 2019 at 11:50PM
An anonymous reader shares a report: When you first start planning a big trip, step one will likely happen at the Google search bar. Step two might be clicking onto the images of your target destination. The North Face, in a campaign with agency Leo Burnett Tailor Made, took advantage of this consumer behavior to keep its name top of mind with travelers considering an adventure sports excursion. The brand and agency took pictures of athletes wearing the brand while trekking to famous locations around the world, including Brazil's Guarita State Park and Farol do Mampimptuba, Cuillin in Scotland and Peru's Huayna Picchu. They then updated the Wikipedia images in the articles for those locations so that now, the brand would appear in the top of Google image search results when consumers researched any of those locations -- all done for a budget of zero dollars. "Our mission is to expand our frontiers so that our consumers can overcome their limits. With the 'Top of Images' project, we achieved our positioning and placed our products in a fully contextualized manner as items that go hand in hand with these destinations," explained Fabricio Luzzi, CEO of The North Face Brazil in a statement. According to the agency, the biggest obstacle of the campaign was updating the photos without attracting attention of Wikipedia moderators to sustain the brand's presence for as long as possible, as site editors could change them at any time. The "hack" worked, at least for a while, evident in a quick Google search of some of the places mentioned in the campaign's case study video. Further reading: Wikimedia is not pleased.

Read more of this story at Slashdot.

Labels:

Comments

Post a Comment

Popular posts from this blog

Slashdot: AT&T Now Lets Customers Lock Down Account To Prevent SIM Swapping Attacks

AT&T Now Lets Customers Lock Down Account To Prevent SIM Swapping Attacks Published on July 02, 2025 at 01:30AM AT&T has launched a new Account Lock feature designed to protect customers from SIM swapping attacks. The security tool, available through the myAT&T app, prevents unauthorized changes to customer accounts including phone number transfers, SIM card changes, billing information updates, device upgrades, and modifications to authorized users. SIM swapping attacks occur when criminals obtain a victim's phone number through social engineering techniques, then intercept messages and calls to access two-factor authentication codes for sensitive accounts. The attacks have become increasingly common in recent years. AT&T began gradually rolling out Account Lock earlier this year, joining T-Mobile, Verizon, and Google Fi, which already offer similar fraud prevention features. Read more of this story at Slashdot.
Post a Comment
Read more

Slashdot: Protecting 'Funko' Brand, AI-Powered 'BrandShield' Knocks Itch.io Offline After Questionable Registrar Communications

Protecting 'Funko' Brand, AI-Powered 'BrandShield' Knocks Itch.io Offline After Questionable Registrar Communications Published on December 16, 2024 at 01:04AM Launched in 2013, itch.io lets users host and sell indie video games online — now offering more than 200,000 — as well as other digital content like music and comics. But then someone uploaded a page based on a major videogame title, according to Game Rant. And somehow this provoked a series of overreactions and missteps that eventually knocked all of itch.io offline for several hours... The page was about the first release from game developer 10:10 — their game Funko Fusion, which features characters in the style of Funko's long-running pop-culture bobbleheads. As a major brand, Funko monitors the web with a "brand protection" partner (named BrandShield). Interestingly, BrandShield's SaaS product "leverages AI-driven online brand protection," according to their site, to "detect...
Post a Comment
Read more

Slashdot: 'Investors in Limbo'. Will the TikTok Deal's Deadline Be Extended Again?

'Investors in Limbo'. Will the TikTok Deal's Deadline Be Extended Again? Published on December 15, 2025 at 04:29AM An anonymous reader shared this report from the BBC: A billionaire investor keen on buying TikTok's US operations has told the BBC he has been left in limbo as the latest deadline for the app's sale looms. The US has repeatedly delayed the date by which the platform's Chinese owner, Bytedance, must sell or be blocked for American users. US President Donald Trump appears poised to extend the deadline for a fifth time on Tuesday. "We're just standing by and waiting to see what happens," investor Frank McCourt told BBC News... The president...said "sophisticated" US investors would acquire the app, including two of his allies: Oracle chairman Larry Ellison and Dell Technologies' Michael Dell. Members of the Trump administration had indicated the deal would be formalised in a meeting between Trump and Xi in October — howeve...
Post a Comment
Read more