Check it out, I'm a co-author of The Ghost Club Storyscape: Designing for transmedia storytelling, a paper by Hank Blumenthal, the producer director of The Ghost Club. Here's the abstract:
One of the key questions about transmedia storytelling is how to design a participant's experience across different media so that it is connected and perceived as a whole. We extract four components for building such connections from current work in media studies and production literature and practice. These proposed design components are mythology, canon, character and genre. To test this approach we have designed and developed a group of connected digital media expressions, The Ghost Club Storyscape, to experiment with these four ingredients on multiple media.