Rich experiences can draw on multiple media to deepen an experience. In experiential marketing, the way they interact with one another categorizes them. We find:
At 2makesense, we use this approach as part of several projects. In context, this allows to create interactive experiences where each user approaches the experience in his own way and according to his preferences.
As a concrete example, this could be a race of video-projected cars on a table where users would control the vehicles from tablets and where other users could change the scenery and block their progress using other media (real-time physical capture on the table for example).
Augmented reality can usefully also use crossmedia in the context of walkpaths that use tangible elements (marker, images, signage or even the environment for example) and can be associated with digital media (smartphone) to provide a strong and enriched experience.
The same goes for virtual reality, where a crossmedia experience allows a detached user to interact directly with other users in immersion courses.