The best fiction overtakes the consumer’s reality by weaving itself into that reality and becoming a part of it. What makes this process “fun” is awareness and tolerance of unreality for brief periods, after which true reality returns. It’s sort of permission-based fantasy, a trip without the need for LSD. Without that permission to invade the mind, it’s at best a practical joke, at worst, a cruel hoax, and somewhere in the middle it’s viral marketing.
And it’s all fun and games until someone gets hurt.