Now this is a very interesting idea to gain free exposure, Pirelli came up with a campaign to infiltrate wikipedia through its image bank, the main idea of this campaign was to replace existing images of motorsport articles with higher quality images involving the brand, of course these images are based on the brands sponsorship and product placement in various motorsporting events.
Very smart, however I did check these articles and the images were not replaced, I checked articles in both English and Portuguese, since the campaign was created in Brazil.
My guessing is that either this campaign is just a case-study meant to secure few awards for the advertising agency, or perhaps wikipedia noticed what’s going on and removed the new images.
Still, a good idea!
Advertising Agency: Havas Digital, São Paulo, Brazil
Creative Director: Luis R. Constantino
Social Media Manager: Felipe Vieira
Art Director: Michel Tonieti
Copywriter: Otavio Mastrogiuseppe
Planning Director: Agatha Kim
Account Director: Renato Paiva
Social Media Analysts: Luis Rombino, Raphael Freitas
Published: April 2014