Stoogespeople are surprised that a company used dishonest tactics to generate hits, clicks, and views.
- The North Face Brazil hired Leo Burnett Tailor Made to replace various Wikipedia images of outdoor landmarks with images of the same landmarks....but with models wearing their clothes.
- By using Wikipedia, when people would Google a location, it meant that the images on the popular site would show up first.
Yesterday, we were disappointed to learn that @thenorthface and @LeoBurnett unethically manipulated Wikipedia. They have risked your trust in our mission for a short-lived consumer stunt. 1/ https://t.co/aIl5XEkS3z— Wikipedia (@Wikipedia) May 29, 2019
Wiki took them to task, calling what they did "akin to defacing public property" in violating the trust people have with the site to, y'know, not be advertised to. The North Face apologized.
We believe deeply in @Wikipedia’s mission and apologize for engaging in activity inconsistent with those principles. Effective immediately, we have ended the campaign and moving forward, we’ll commit to ensuring that our teams and vendors are better trained on the site policies.— The North Face (@thenorthface) May 30, 2019
People are now calling them out saying "Hey, go donate you assholes. You AND the marketing agency." (The latter of whom has remained silent).
source 1 2 3