Apparel giant The North Face has found itself in hot water recently after it resorted to some less-than-scrupulous tactics to ensure its gear stood out in search results. The clever marketing stunt, however, continues to deliver.
According to reports, the Wikimedia Foundation reported that The North Face and its ad agency Leo Burnett Tailor Made admitted to having “unethically manipulated” Wikipedia for a campaign. The move was so slick that no one would have noticed if it wasn’t for a promotional video run by Ad Age explaining the scheme.
Apparently, North Face did photo shoots of its gear and clothing at various renowned adventure destinations – like Guarita State Park, Península do Cabo, Cuillin Hills and Serra Fina – and then placed those photos on Wikipedia pages. This allowed the company to score top spots on Google image searches.
The text in the video boasted, “We did what no one … Read the rest