To engineer virality, brands are making their own mystery boxes

What might be more interesting is to consider how the very properties of spreadability that characterize digital objects can be turned to advantage to make them collectable as well.

Let’s recap: as content creation and distribution tends to infinity, community emerges as true internet-native media. Community is an exercise in cultural production, and communities filter content proliferate a specific point of view. The role of the community, then, is to create and curate cultural artifacts in-line with their collective point of... See more