I recently asked the students in my Transmedia Entertainment and Storytelling class to write short analytic papers on examples of transmedia extensions. I ended up with papers on amusement park attractions, mobisodes, web sites, comic books, computer games, and a range of other media which have been used to expand our experience of popular media franchises. I was impressed across the board with my students's grasp of core transmedia concepts which have proven elusive in public discussion of the concept.

Of these papers, this one by Benjamin Burroughs caught me by surprise, since it is exploring the way that transmedia tactics are moving from the entertainment industry to other sectors - in this case, the food industry. Here, Burroughs describes the ways that a local LA vendor has become the source of fascination for highly wired local residents, creating a mystique and perhaps even a mythology around the migrations of a taco truck. Indeed, as this paper suggests, I started to hear rumors of this truck before I even moved to LA, suggesting that the spread of