Lessons learned from North Face's deface-gate

When The North Face drew ire late last month for a campaign out of its Brazilian office that gamed Wikipedia, many marketers felt relief that it wasn’t their brand in the social media crosshairs. The stunt, which involved replacing the photos on Wikipedia pages of popular outdoor destinations with images featuring the North Face brand, was met with outrage. Wikipedia called it “unethically manipulative” and in violation of the site's undisclosed paid advocacy rules, and ma