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 MMR system includes a method, system, and computer program product for transforming characters corresponding to a hotspot in a document. An electronic document to be printed is parsed for a mark indicating a beginning point for a hotspot, a transformation rule is a applied to a portion of the electronic document between the mark indicating the beginning point for the hotspot and a mark indicating an ending point for the hotspot, and the transformed electronic document is rendered.