The North Face found itself in hot water this week when it hacked Wikipedia for its own marketing stunt. Violating Wikipedia’s paid advocacy guidelines, The North Face’s Brazilian office, working with Leo Burnett Tailor Made, switched images on Wikipedia pages of popular outdoor travel destinations to images of athletes wearing its products in order to appear higher in Google search. In response, Wikipedia updated The North Face’s Wikipedia page with a section linking to information on its Wikipedia deception. Rearing from plenty of backlash online, The North Face has apologized and ended the campaign. The hacking attempt is nothing new to Wikipedia. Since Wikipedia launched in 2001, multiple brands and agencies have manipulated the site’s open format, which allows anyone to edit articles, for their own marketing gain. Among brands previously called out are Burger King, SeaWorld and NBC News. Violations of trust Of course, Wikipedia has conflict-of-interest and paid-disclosure policies in place to eliminate articles that that mislead its large audience. After all, it’s accessed by more than 1.5 billion unique devices a month and is edited more than 350 times a minute. That’s according to Zack McCune, senior global brand manager at the Wikimedia Foundation, the nonprofit that operates Wikipedia and its 250,000 volunteer editors, who have greater editing powers than the general public. But clearly, such policies haven’t stopped brands like The North Face. “When brands... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-05-31 19:53:32 UTC ]
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Hackers at the first ever FutureBook Hack need to come up with ideas that will work in the real... Continue reading at The Bookseller
[ The Bookseller | 2014-06-14 00:00:00 UTC ]
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The first FutureBook Hack will take place this weekend, with programmers, developers and... Continue reading at The Bookseller
[ The Bookseller | 2014-06-13 00:00:00 UTC ]
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Five challenges, 30 hours, 100 developers, programmers and entrepreneurs – this weekend... Continue reading at The Bookseller
[ The Bookseller | 2014-06-13 00:00:00 UTC ]
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Marketers are gung-ho on playing up photo-sharing and social media this year to tap into the power of dad, as seen in Father’s Day campaigns from Ace Hardware, Craftsman, Dremel and O2X. You may not expect dads to be receptive about posting touchy-feely streams of pictures on social media, but... Continue reading at AdWeek
[ AdWeek | 2014-06-13 00:00:00 UTC ]
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Through its ubiquitous "like" buttons on publisher sites across the web, Facebook has long been able to watch the web surfing behavior of its 1.28 billion monthly users.Soon it will begin to use that information for ad targeting on Facebook.Facebook already enables retargeting to users who've... Continue reading at Advertising Age
[ Advertising Age | 2014-06-12 00:00:00 UTC ]
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Reinventing audio, re-mixing children's books, the challenge of content curation, and mining... Continue reading at The Bookseller
[ The Bookseller | 2014-06-06 00:00:00 UTC ]
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Google is launching a programmatic video marketplace that it says will only include premium publishers and select brands. Neal Mohan, vp of display and video advertising, announced the video ad platform today at a DoubleClick customer conference. The marketplace is called Google Partner Select... Continue reading at AdWeek
[ AdWeek | 2014-06-04 00:00:00 UTC ]
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Penguin Random House has unveiled its new global logo, a wordmark design described as delivering... Continue reading at The Bookseller
[ The Bookseller | 2014-06-03 00:00:00 UTC ]
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What can cookbooks tell us about politics, economics, and daily life throughout American history? A new series from Michigan State University Press explores just that. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-06-02 00:00:00 UTC ]
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Ever since Regnery launched its children’s publishing program three years ago, the publisher has been looking for a way to celebrate American history and American heroes in a way that would engage, inspire, and entertain young readers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-05-31 00:00:00 UTC ]
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World War I is remarkable in military history for its massive scope and loss of life, with more than nine million combatants killed. But its role in religious history is less appreciated, and an array of books coinciding with the July centennial could change that. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-05-12 00:00:00 UTC ]
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The shortlist for this year’s Orwell Prize for books includes Alan Johnson’s This Boy... Continue reading at The Bookseller
[ The Bookseller | 2014-04-24 00:00:00 UTC ]
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FOLIO: has organized a one-day event in Chicago this summer to help niche media publishers leverage the newest strategies to help build stronger brands via techniques for boosting revenue growth, controlling costs and transforming a business without losing the core vision. Continue reading at Folio Magazine
[ Folio Magazine | 2014-04-23 00:00:00 UTC ]
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Abrams has bought world rights to make-up artist Lisa Eldridge's history of make-up,... Continue reading at The Bookseller
[ The Bookseller | 2014-04-15 00:00:00 UTC ]
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Canongate has confirmed it is the publisher for a series of children's books by controversial... Continue reading at The Bookseller
[ The Bookseller | 2014-04-02 00:00:00 UTC ]
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Russell Brand is writing a series of books aimed at children, with illustrations by Chris Riddell... Continue reading at The Bookseller
[ The Bookseller | 2014-04-01 00:00:00 UTC ]
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Bloomsbury has signed a non-fiction book on the building of the Brooklyn Bridge from former Times... Continue reading at The Bookseller
[ The Bookseller | 2014-03-31 00:00:00 UTC ]
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Rebekah Brooks's husband tells court about content on computers and the concepts for books he was working onRebekah Brooks's husband had important historical drafts of a new novel on one of the laptops he concealed at their Chelsea home, the Old Bailey has heard.Charlie Brooks told jurors at the... Continue reading at The Guardian
[ The Guardian | 2014-03-28 00:00:00 UTC ]
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For going on a year, LinkedIn has been repositioning its ad business around content marketing. Now it's launching new tools to let advertisers see how they're faring as publishers within its walls.LinkedIn will now start assigning brands content-marketing scores to gauge the effectiveness of... Continue reading at Advertising Age
[ Advertising Age | 2014-03-27 00:00:00 UTC ]
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The industry can learn about quality, and maintaining readers' loyalty, from the arrival of the Guardian and New York TimesThe recent, dramatic arrival of tanks – in the form of some of the world's biggest news organisations, including of course the Guardian – on the content marketing industry's... Continue reading at The Guardian
[ The Guardian | 2014-03-24 00:00:00 UTC ]
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