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Thailand 7-Eleven customers can now use their smartphones to interact in real time with television, online and radio commercials. 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 being played across Thailand, according to a company press release.

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," K. Patinan, head of new media marketing at 7-Eleven Thailand, said in the release. "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 in its first week.

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