http://www.bbc.co.uk/jamiekane/ is a new interactive drama from the BBC Interactive Drama and Entertainment Department. Without offering too much of a spoiler this is a murder mystery puzzle game in the guise of pop star fan sites and online community systems. A lot of work has gone into creating a story arc across web, email, and phone channels and the project is a good illustration of how interactive stories can evolve away from the "Choose Your Own Adventure" concept which so many people still equate with being the only model there is.
Interestingly, the BBC wanted to release the work without any mention of the fact that it was fictitious, only prevented from doing so by their Code of Practice. Which makes me wonder when will the web equivalent of Orson Welle's "War of the Worlds" be unleashed? We don't seem to have got beyond spoof sites however cheeky - e.g. the World Trade Organisation at http://www.gatt.org/