The reason for this is that North Face knows that people are used to finding information about destinations through search engines such as Google before going on a trip.
So, with the help of advertising company Leo Burnett Tailor Made, the company sent a ‘professional’ photography team to replace the images of many well-known attractions on Wikipedia with the version of ‘free advertising’.
Taking advantage of this psychology, the North Face advertising team “punched” many popular destinations, such as Guarita State Park in Brazil and Huayna Picchu in Peru.
But obviously, the fancy advertising on Wikipedia has seriously violated the account sharing agreement of the knowledge sharing site. So North Face quickly met with fierce complaints from all walks of life.
In the video, North Face is very proud to introduce how he got into Wikipedia's loopholes, and finally made his brand exposure top in the Google search engine.
After learning about this serious violation of marketing events, Wikipedia also took immediate action.
The North Face(via)
However, according to Ad Age, the initial statement by Leo Burnett Tailor Made that North Face has already anticipated the final result of this marketing event.
Despite receiving a negative rating, North Face has achieved widespread publicity. After all, their intentions have been successful, and then they are not losing money.
Obviously, although North Face saved a copy of advertising fees for Google, the negative demonstration of this incident has caused great harm to Wikipedia.