Rob Hinchcliffe, a community strategist at TH_NK observes pitfalls of transmedia storytelling at Wired.co.uk:

So what’s the problem here? Well, despite much recent evangelising about transmedia storytelling as a revolutionary and innovative progression, too often these digital manifestations become scheduled, passive, on-rails experiences for the user. A place where clues are always “scavenged for” where messages must always be hidden, and where “immersive” usually means something scarily close to Live Action Role Playing.

Crucially, these campaigns are not communal or community-driven. The clue’s in the name: storytelling. If you’re only telling stories instead of helping create them, then that’s the first sign that something might be wrong.