Grupo Éxito, South America’s largest retailer, has entered a deal with Keshet International (KI) for its cross media brand TOUCH to act as the basis for an interactive multi-platform game including a series of live “shorts” on Colombia’s leading channel Caracol.

In an unprecedented high-profile ad campaign, TOUCH has a nation of viewers playing simultaneously to win a share of 2.000 million Colombian pesos ($685,000 US) in prizes. Each lasting 90’, the shorts are currently airing between 8:00pm and 8:15pm every night in primetime across 15 week nights. They are filmed in store at Éxito and production is being led by KI’s Frank Scheuermann, Head of Development and Production for Latin America.