Is the viral campaign for 'The Dark Knight' (2008) an example of transmedia storytelling?

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The viral campaign for 2008’s The Dark Knight was incredibly innovative for its time. Is it, though, an example of transmedia storytelling? 

Core readings and references

1. http://remixtheory.net/?p=444
2. Giovagnoli, Max. (2011). ‘Chapter 2: Plan Transmedia.’ In T​ransmedia Storytelling: Imagery, shapes and techniques,​pp. 34-54. Halifax, Canada: ETC Press.
3. Manovich, Lev. (2001). ‘The database.’ In T​he language of new media.​Cambridge, USA: The MIT Press, pp. 218-243.