This document shows the characteristics of three ad campaigns involving Colombia in its narrative structure involving transmedia and new information technologies and communications with reference to the structure thereof, and the views of those involved in its execution characteristics voices as well as some of the advertising industry that complement the purpose. As part of the most important findings, the importance of repetitive action in the advertising creative exercise, coordinated action to be performed by different models of advertising agencies involved in the development of campaigns and considerations that should be highlighted account when integrating the receiver of the messages in the same way they are run and spread, as their actions prove to be of vital importance in achieving transmedia structure.