Self-perpetuating earned media: The MacBook Pro fragrance and ‘unboxing porn’

  The Conversation published my article on Air Aroma’s replication of the fragrance of an Apple MacBook Pro for an exhibition by Melbourne artists Greatest Hits. I argue that the story represents not only a highly successful viral earned media campaign, but that it taps into the self-perpetuating earned media of ‘unboxing porn’: Video or picture sets of a packaging striptease. The[…]