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The North Face Used Wikipedia To Climb To the Top of Google Search Results
When you first start planning a big trip, step one will likely happen at the Google search bar. Step two might be clicking onto the images of your target destination. The North Face, in a campaign with agency Leo Burnett Tailor Made, took advantage of this consumer behavior to keep its name top of mind with travelers considering an adventure sports excursion.
The brand and agency took pictures of athletes wearing the brand while trekking to famous locations around the world, including Brazil's Guarita State Park and Farol do Mampimptuba, Cuillin in Scotland and Peru's Huayna Picchu. They then updated the Wikipedia images in the articles for those locations so that now, the brand would appear in the top of Google image search results when consumers researched any of those locations -- all done for a budget of zero dollars. "Our mission is to expand our frontiers so that our consumers can overcome their limits. With the 'Top of Images' project, we achieved our positioning and placed our products in a fully contextualized manner as items that go hand in hand with these destinations," explained Fabricio Luzzi, CEO of The North Face Brazil in a statement.
According to the agency, the biggest obstacle of the campaign was updating the photos without attracting attention of Wikipedia moderators to sustain the brand's presence for as long as possible, as site editors could change them at any time. The "hack" worked, at least for a while, evident in a quick Google search of some of the places mentioned in the campaign's case study video. |
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| There are no conversations. |
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| cauz |
May 31, 2019, 2:31 p.m. |
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| Marc Andreesen |
The advantage of the consumer businesses is they tend to be much broader-based, much larger number of customers, that tend to over time be a lot more predictable. The advantage of the enterprise companies is they are not as subject to consumer trend, fad, behavior. |
| Lapo Elkann |
Tailor Made will help Ferrari's clients tailor their cars in a very personal, specific way. It's a bespoke service, like visiting Huntsman or Anderson & Sheppard or whoever your favourite Savile Row tailor is. |
| Sue Gardner |
If it were a choice between putting ads on Wikipedia or shutting down Wikipedia, we would then very reluctantly consider putting ads on Wikipedia. |
| Earl Campbell |
I talk to student-athletes. I try to get them to remember that they're not just athletes, but student-athletes. You need to get an education, keep your hands clean and try to represent the university. |
| Bill James |
I would never encourage my children to be athletes - first because my children are not athletes and second because there are so many people pushing to get to the top in sports that 100 people are crushed for each one who breaks through. This is unfortunate. |
| Georgia May Jagger |
We have a snap of my dad wearing blue eye shadow, which I would always make fun of. When I was about 12 and first started wearing lipstick, my dad would ask, 'Are you wearing makeup?' I would say back, 'You're wearing more makeup there than I am!' |
| Deepak Chopra |
If you're studying for an exam you're not thinking about the results. If you're always worried about the results, you can't study a lot. So to be engaged and detached from the outcome is excellent. Excellence is behavior. I mean, isn't that what martial arts is about? And that's what meditation is about, that's what, in many ways, sports are about. |
| Bob Iger |
It's in our best interest to put some of the old rules aside and create new ones and follow the consumer - what the consumer wants and where the consumer wants to go. |
| Alfred A. Montapert |
In life, the first thing you must do is decide what you really want. Weigh the costs and the results. Are the results worthy of the costs? Then make up your mind completely and go after your goal with all your might. |
| Sergio Aguero |
The first time I met Leo Messi, I didn't know who he was, only that I couldn't believe the boots he was wearing. But he is like a brother to me. It was at the start of 2005, when I was with the Argentine under-17 squad and I saw him chatting with Ezequiel Garay and some other players about the boots he'd brought back from the U.S.A. |
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Brand Advertising: "Hello, have you thought about this program called the Intellitus Cash System? (do a google search). My friend says it makes people plenty of income." Since term is searched consumer feels that they made the decision.
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I wish. I took a picture of the cookies and did a reverse image search with Google and it returned pictures of old guys.
This post is a comment.
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I had this idea one night for creating a decentralized search engine.
It would pull data from other search engines (through proxies or from a single server, so no personal user data is involved) and then re-display it to the user.
The next additional thought I had was to make it into a 'roll your own' search engine, so users could then deploy their search engine on their own server to have further control of the traffic as you obviously cant trust shit like duckduckgo (fishy)
Then you could m...
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'Genius' Site Said It Used Morse Code To Catch Google Stealing Song Lyrics
"Genius.com says its traffic is dropping because, for the past several years, Google has been publishing lyrics on its own platform, with some of them lifted directly from the music site," reports the Wall Street Journal:
Google denies doing anything nefarious. Still, Genius's complaints offer a window into the challenges small tech companies can face when the unit of Alphabet Inc. starts offering competing services on its platform... Genius said it notified Google as far back as 2017, and again in an April letter, t...
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Having trouble using your google play credit out of the country? Here's what I heard works:
1. Download Android Studio and create a virtual phone in the AVD manager
2. Connect to VPN in country where google thinks the credit belongs
3. Start up the phone and connect your google account
For some reason it doesn't seem to work from a real phone even with a VPN...
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WikiLeaks Dump Reveals CIA Malware For Tracking Windows Devices Via WiFi Networks
WikiLeaks has published the documentation manual for an alleged CIA tool that can track users of Wi-Fi-capable Windows devices based on the Extended Service Set (ESS) data of nearby Wi-Fi networks. According to the tool's 42-page manual, the tool's name is ELSA. Bleeping Computer has an image embedded in its report that explains how the tool works. There are six steps that summarize the ELSA operation. Bleeping Computer reports:
Step 1: CIA operative configures ELSA implant (malware) based on a target's environment. This is done using a tool called the "PATCHER wizard," which generates the ELSA payload, a si...
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Is Google paying academics to only research topics it agrees with?
Google is being accused of using its funding power to push forward hundreds of research papers that support its agenda and business practices, particularly those that face criticism from regulators.
The Wall Street Journal (WSJ) has seen thousands of emails detailing financial relationships between Google and at least a dozen university professors from top-ranking universities in the world.
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Google Says Almost All CPUs Since 1995 Vulnerable To 'Meltdown' And 'Spectre' Flaws
Google has just published details on two vulnerabilities named Meltdown and Spectre that in the company's assessment affect "every processor [released] since 1995." Google says the two bugs can be exploited to "to steal data which is currently processed on the computer," which includes "your passwords stored in a password manager or browser, your personal photos, emails, instant messages and even business-critical documents." Furthermore, Google says that tests on virtual machines used in cloud computing environments extracted data from other customers using the same server. The bugs were discovered by Jann Horn, a security researcher with Google Project Zero, Google's elite security team. These are the ...
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Basic decade-old encryption technology is finally coming to Pentagon email servers next year.
For years, major online email providers such as Google and Microsoft have used encryption to protect your emails as they travel across the internet.
That technology, technically known as STARTTLS, isn't a cutting edge development—it's been around since 2002. But since that time the Pentagon never implemented it. As a Motherboard investigation revealed in 2015, the lack of encryption potentially left some soldiers' emails open to being intercepted by enemies as they travel across the internet. The U...
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Dream Journal Entry 1: Last night I dreamt I was skiing across a bridge with foam snow trying to dodge baby seals and then I fell over and a baby seal started licking my face and my friends took pictures of me because all the previous baby seals couldn't waddle properly but the one that licked my face could so it was obviously the best
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