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.

Comments

Slashdot: AT&T Says Leaked Data of 70 Million People Is Not From Its Systems

AT&T Says Leaked Data of 70 Million People Is Not From Its Systems Published on March 20, 2024 at 02:15AM An anonymous reader quotes a report from BleepingComputer: AT&T says a massive trove of data impacting 71 million people did not originate from its systems after a hacker leaked it on a cybercrime forum and claimed it was stolen in a 2021 breach of the company. While BleepingComputer has not been able to confirm the legitimacy of all the data in the database, we have confirmed some of the entries are accurate, including those whose data is not publicly accessible for scraping. The data is from an alleged 2021 AT&T data breach that a threat actor known as ShinyHunters attempted to sell on the RaidForums data theft forum for a starting price of $200,000 and incremental offers of $30,000. The hacker stated they would sell it immediately for $1 million. AT&T told BleepingComputer then that the data did not originate from them and that its systems were not breached. &q

Slashdot: TurboTax and H&R Block Want 'Permission to Blab Your Money Secrets'

TurboTax and H&R Block Want 'Permission to Blab Your Money Secrets' Published on March 03, 2024 at 02:04AM Americans filing their taxes could face privacy threats, reports the Washington Post: "We just need your OK on a couple of things," TurboTax says as you prepare your tax return. Alarm bells should be ringing in your head at the innocuous tone. This is where America's most popular tax-prep website asks you to sign away the ironclad privacy protections of your tax return, including the details of your income, home mortgage and student loan payments. With your permission to blab your money secrets, the company earns extra income from showing you advertisements for the next three years for things like credit cards and mortgage offers targeted to your financial situation. You have the legal right to say no when TurboTax asks for your permission to "share your data" or use your tax information to "improve your experience...." The article c

Slashdot: H&R Block, Meta, and Google Slapped With RICO Suit, Allegedly Schemed to Scrape Taxpayer Data

H&R Block, Meta, and Google Slapped With RICO Suit, Allegedly Schemed to Scrape Taxpayer Data Published on October 02, 2023 at 03:14AM Anyone who has used H&R Block's tax return preparation services since 2015 "may have unintentionally helped line Meta and Google's pocket," reports Gizmodo: That's according to a new class action lawsuit which alleges the three companies "jointly schemed" to install trackers on the H&R Block site to scan and transmit tax data back to the tech companies which then used elements of the data to engage in targeted advertising. Attorneys bringing the case forward claim the three companies' conduct amounts to a "pattern of racketeering activity" covered under the Racketeer Influenced and Corrupt Organizations Act (RICO), a tool typically reserved for organized crime. "H&R Block, Google, and Meta ignored data privacy laws, and passed information about people's financial lives around like

Shameless Plug

Search This Blog