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How to Become TripAdvisor’s #1 Fake Restaurant

VICE · 8.9M views · 2018-01-22 · 18:21

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Overview

VICE's Oobah Butler spends eight months using fake reviews to push a nonexistent restaurant, The Shed at Dulwich, to number one on TripAdvisor in London. The short documentary shows how easily review systems can be gamed.

On Hacker News

Cited as the canonical example of fake reviews and gamed rating platforms.

Recommended by 2 HN people across 2 months · HN mentions 2018–2021

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What people said

fatfox · 2021-03 · Recommendation

Unrelated to Deliveroo, but "How to Become TripAdvisor’s #1 Fake Restaurant" (2018) was very telling as well: [VIDEO] From the video description: > The Shed at Dulwich was the number one rated restaurant in London, with foodies, celebrities and bloggers trying to get a table. The main obstacle for them, however, was that it didn't exist. Over the course of 8 months VICE's Oobah Butler used an assault of fake reviews to get his 'restaurant' to the hallowed top spot on TripAdvisor.

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dfee · 2018-01 · Recommendation

The tenor in this discussion so far seems to be a bit on the condescending side. Frankly, I'll pick it up for this guy. What an incredible job – and a great reminder that marketing your service is often times more important than the service itself. Maybe it's the prankster in me, but I don't feel like this is the end of the world – and it's not an indicator that the world is coming to an end. Fundamentally, people follow the rules and trust structure. That's probably why society can exist. For the many people who don't have their glasses on, this was a brief glimpse at reality. I'd recommend watching the Vice video I found in another comment: [VIDEO]

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FridgeSeal · 2020-06 · Reference

With a few people and some decent preparation you could probably fake most of this without too much effort. In fact, I wonder what the smallest amount of people and effort you'd need to get past this: if you can get away without having face-to-face you might be able to pull and do it with 1 person, a bunch of emails and some AI generated faces (inspiration courtesy of [VIDEO] )

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Sources

Video by VICE, played through YouTube.

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