The document discusses cross-media marketing and how it is often referred to as "experience". It proposes analyzing cross-media storytelling through the lens of experience as a narrative form. Experience can encompass the different aspects of cross-media storytelling while maintaining a central perspective. There are three main types of narrative in experiences: environmental/emerging storytelling, conversational storytelling, and collaborative storytelling. Analyzing experience as a narrative form may provide useful insights into understanding the dynamics of cross-media storytelling.