A Mixed Media Reality (MMR) system and associated techniques are disclosed. The MMR system provides mechanisms for forming a mixed media document that includes media of at least two types (e.g., printed paper as a first medium and digital content and/or web link as a second medium). In one embodiment, an MMR document is retrieved based on recognition of a paper document. Responsive to the comparison of the paper document and the virtual multimedia document, an action is performed. For example, the media of the matching MMR document can be displayed, or an action associated with the matching MMR document can be performed.