Big bashing on THE NORTH FACE, which carried out a campaign to raise brand search rankings at cost 0 using Wikipedia



It has become clear that the outdoor brand

THE NORTH FACE was campaigning to replace Wikipedia photos with 'photos with their own branded products' for the purpose of 'displaying their own brand in the top search'. The The agency that conducted the campaign says it was difficult to say 'How not to draw the attention of Wikipedia's moderator', and voices of 'fraud' and 'exploitation of public learning platform' have been raised.

The North Face used Wikipedia to climb to the top of Google search results | AdAge
https://adage.com/creativity/work/north-face-top-imagens/2174261

When I thought, 'Let's travel' and 'Let's go adventure' people first search using a search engine ......



Check the image search results.



When I clicked on the top image, the photo was taken from Wikipedia.



In this way, the photos displayed on Wikipedia appeared at the top of the Google image search results.



Based on this mechanism, the outdoor brand THE NORTH FACE does a certain project. THE NORTH FACE shoots brand photos around the world, but I decided to do this in the Adventures area.



This is a photo taken at Guarita Park in Brazil.



And a photo on the page at Wikipedia's Guarita Park ...



I replaced it with the one I shot.



Then, the photo displayed at the top of the image search results is changed to a brand photo of THE NORTH FACE. With this project, THE NORTH FACE succeeded in putting photos of their products on top of the search at no cost, while doing regular photography.



THE NORTH FACE takes pictures of athletes wearing their own brand in places like Guarita Park, Farol do Mampituba in Brazil, Quirin in Peru, and Waina Picchu in Peru, as well as Wikipedia articles Has been updated. 'Our mission is to expand 'the unexplored fields'. Our customers can overcome their own limitations. This is the point of our mission' is Fabricio Luzzi, CEO of THE NORTH FACE Brazil. In the 'Top of Images' project, we were able to place the product in a completely contextualized way, so that the destination and the item are intimately linked. '

According to the agency, Leo Burnett, the most difficult part of the project was to keep changing photos for as long as possible without getting the attention of a moderator who helps manage Wikipedia. In fact, as soon as AdAge in the online media focused on this ad, the photos were replaced by the Wikipedia editor.



However, for this project, William Beutler, Wikipedia's volunteer editor and CEO of Beutler Ink, said, 'The NORTH FACE and Leo Burnett's work is neither clever nor wonderful, Wikipedia It is a scam that uses the openness of and does not match the Wikipedia terms of service. '

The representative of the Wikimedia Foundation , which runs Wikipedia, has said that it has not cooperated with THE NORTH FACE in this campaign, 'it is neutral and fact that adding content solely for the purpose of promoting a company or its products is It is contrary to Wikipedia's spirit, purpose, and policy, 'to provide information based on the world', which means that a free public learning platform has been exploited for the benefit of the company. ' .

It should be noted that in the past, companies have used a search engine to conduct a PR campaign like this, and in the past there has been a fire, and in 2017, Burger King is buying Google's rage.

Burger King triggers TV CM to have Google Assistant explain Wapper, and it is also triggered immediately by Google rage-GIGAZINE

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