ONE PLATFORM IS NOT ENOUGH - In our increasingly complex information society, cross media communication is less and less of an option. Media consumption habits are shifting towards multi-tasking and simultaneous media usage. Communication for younger generations has to be personal, context aware and intimate. Cross media create rich and adaptable “virtual worlds” spanning various platforms, to guarantee maximum visibility and flexibility.

CROSS MEDIA IS PLAYABLE – while cross media communication is not strictly a game, it does borrow many elements from play and game, like the Call To Action, a participatory element that calls ((UGLY!!)) for user generated content and exchange, commentary and redistribution of content; architecture of participation makes interaction with the message and with other users entertaining and sometimes following the same pattern of games.

CROSS MEDIA IS PERSONAL AND UNFORGETTABLE – cross media communication addresses the individual directly through unconventional channels, thus creating a very personal experience that, interweaved with everyday experience, will leave marks in the personal sphere, taking part to and - why not - improving people’s lives

CROSS MEDIA IS PERSUASIVE – the orientation towards play and game make the cross media message highly interactive; as serious games, “games with an agenda”, have proved, direct experience through interaction with a concept is the best learning tool; cross media doesn’t tell a story, it makes it happen!

CROSS MEDIA IS PERVASIVE -- pervasiveness of a message is a necessity in our overcrowded information society; in order to get a message home, many messages have to be sent out, through the more possible channels, creating a convergence of sense between various items, stories and subplots. This way only highly costumized messages will reach the target.