The classic ARG storytelling technique involves putting content into the real world and web as if the story were really happening. But the line between truth and fiction online is blurry — and getting blurrier all the time — so not everyone who finds your content will know it’s not for real. One person’s hoax is another’s deeply immersive experience. And what one considers a killer practical joke can be a terrifying ordeal to somebody else. So how does a transmedia designer learn to strike the right balance between immersive and responsible?