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 particular embodiment, the mixed media document may also include hotspot images that uniquely identify a user associated with the mixed media document. Such individualized mixed media documents are used to identify users of the mixed media document, when orders for products or services are made using the mixed media documents through the MMR system.