The idea of a cinema in which you are told to leave your phone ON is hugely appealing. Here is a video describing an interactive commercial for the 13th Street TV horror channel that uses mobile phones to create what appears to be a fun and immersive cinematic experience. By Jung von Matt advertising agency.

A Dutch campaign to raise awareness of what to do if you witness violence against public service workers. Uses live chromakey to make people stop, look and think about the issues. AR is often dodgy graphics jumpily superimposed on reality. Here viewers are placed into the situation the advertisers want them to think about.

A virtual espionage game from Blast Theory that takes place in the streets and the virtual city simultaneously. A game for both "street" and "online" players.

A video made in the 1980's to publicise Roboshow a cutting edge digital theatrical experience.

Half an hour of interviews with 10 experienced Dutch transmedia practitioners on key issues for the creation of cross-platform interactive media and events. I expected to just watch the 5 five minutes and found myself watching it all. By Vera Holland and Ted Alkemade.

This simple re-working of the original Lewis Caroll text and John Tenniel artwork for Alice in Wonderland, shows just a few of the possibilities of using the built in sensors of the iPad to make an entertaining interactive reading experience. Made by Atomic Antelope

In this film we use the techniques of probing, long-exposure photography, animation and compositing to reveal the relationship between the RFID field and the shape of an antenna.

The Ice Book is a miniature theatre show made of paper and light. An exquisite experience of fragile paper cutouts and video projections that sweep you right into the heart of a fantasy world. It is an intimate and immersive experience of animation, book art and performance. By Davy and Kristin McGuire.

Cathy's Book was originally a hardback book with multiple inserts and many cross-platform extensions of the story such as phone messages and websites. This iPhone app will also work on the iPad. Trailer for the original book.

Machinima animation made using FarCry Games Engine. Uploaded by Richard Brown

Made for the fourth annual Storyland web drama competition. Only series that get enough votes continue to get funding for their second, third and fourth episode.

Players must ride around the city to find and record messages. According to their blurb: Instead of "User Generated Content", the artists' have approached the project as inviting "Publicly Created Contributions".

The Wilderness Downtown is not a web drama per se, but the technology is still very relevant. I thought it was excellent. I like the use of multiple windows and the combination of animation and google maps. Very inspiring.

Perfect example of an interactive commercial that bursts out of the limitations of the video frame. Over 22 million views to Jan 2016. By French viral agency Buzzman. Arguably a descendant of the Subservient Chicken, a 2004 Burger King interactive ad.

Pink Ponies is a perfect case study of a cross-platform campaign from John St. a Toronto based 100-person creative collaborative founded in 2001. Watch and learn.

To promote his new film 3 Idiots, Aamir Khan, will 'disappear' for two weeks in disguise. People will be able to find his whereabouts through hidden clues.

An episode from the enormously successful YouTube phenomenon, Fred Figglehorn. Is this the real future of online series? These hugely annoying episodes about a hyperactive 6 year old are from the most subscribed YouTube channel ever (up to 2010) with over 66 million views - probably more than all the other series on Vonviral combined.

A highly amusing, low budget, culturally curious Japanese web series made to promote Gunpla. Gunpla is short for Gundam Plastic models - in other words kits for the robots in Japanese TV anime series.