The story moved horizontally. If you watched the episode on your screen, you saw the protagonist, Elara, lose her wedding ring in a storm. If you opened a popular augmented reality app on your phone, you could "find" the ring in your own living room. Finding it unlocked a secret scene on your tablet that explained her backstory.
To effectively link your own content with popular media, use these highly "linkable" formats:
Newsjacking is the art of injecting your entertainment content into a breaking news cycle. However, the advanced version involves creating a loop where your entertainment content becomes the news, which then inspires more entertainment content.