Oobah Butler, the “Donald Trump of TripAdvisor” (as dubbed by The Washington Post), turned a non-existent restaurant, The Shed, into the No. 1 rated dining establishment in London through social manipulation. In an era increasingly influenced by a climate of online misinformation, Oobah’s stunt showed how easily consumers are fooled. However, Oobah is not just a prankster, he is a social engineer. In his keynote session at Online Retailer 2019, find out the method he uses to push the limits of implausibility to manipulate online platforms to create unthinkable results.