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In a marketing campaign idea that even the least savvy internet user could have told you was a terrible idea, the North Face decided to announce publicly earlier this week how it gamed Google Search results to promote its products by uploading photos of them to high-traffic Wikipedia entries.

North Face even gloated about its success with a short, two-minute video detailing how shots of famous locales were swapped for similar-seeming photos featuring North Face product placement, inorganically juicing North Face visibility in Google results. The opening of the video showed a graphic of a Google Search bar filling up in real time with the words, “How can a brand be the first on google without paying anything for it?”

Now, the brand is…

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