LONDON -- 7-Eleven has teamed up with United Kingdom-based UntapTV to launch a unique cross-media marketing campaign in Thailand that allows customers to interact with television, online and radio commercials in real-time.

Consumers can download the 7-Eleven TH app from the App Store and open it when a commercial plays on TV, online or on the radio. UntapTV's audio interaction technology will unlock a quiz game that offers more than 135 prizes, including a new iPad each 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,” said K. Patinan, head of new media marketing at 7-Eleven Thailand. “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."

The app reached No. 1 in the Lifestyle category and No. 2 overall in Thailand during its first week of availability. "We are extremely excited to be working with 7-Eleven in Thailand, and this 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."