I was just thinking about a way to get players involved with the story and a way to stop them running off to Wiki all the time.
How about having a Library/Museum in the world somewhere and players come across hidden books, scrolls, carvings etc in their games and they have to take them to the Library. Gradually it gets filled with all manner of lore bits and bobs. Not just plot stuff, keep that for the game but all those item descriptions etc, tie them all into character info, place info.
Not just rows of text as well. Have players find broken swords, pottery, skulls and build up Library/Museum, hell the community can work together to rebuilt an ancient dragon or something. Anything to keep players in the world.