THAILAND - 7-Eleven has launched a pioneering campaign in Thailand that allows customers to interact in real-time with television, online and radio commercials via their smartphones.

Powered by technology from UntapTV, a U.K.-based company in London??s Google Campus, the campaign transforms all 7-Eleven commercials into an interactive game that is being played across Thailand.

To play, users download the 7-Eleven TH app from the App Store and open it when they see a 7-Eleven commercial on TV, online or hear one on the radio. UntapTV's audio interaction technology unlocks a quiz game with 135 prizes up for grabs, including a new iPad every week.

"7-Eleven is already the largest retailer in Thailand but to grow our market share even further, we need to attract a new customer base. We have been searching for a way to do this and the UntapTV technology is perfect for people who are embracing a new, modern lifestyle. It's very early days, but the initial take up of the app has exceeded our expectations and we are excited to be at the cutting edge of retail and mobile technology," said K. Patinan, head of new media marketing at 7-Eleven Thailand.

"[T]his campaign showcases not only the power of our technology but also the possibilities for retailers, brands and consumers," said Terence Tow, director of business development at UntapTV. "We are able to deliver presence-aware content from television, online and radio to smartphones in real-time, which has never been done before."

The app reached #1 in the Lifestyle category and #2 overall in Thailand in its first week.