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.

TOUCH is based on the simple premise – “What makes no sense in this picture?” and its game play harnesses interactive touch screen technology. The images used within the game showcase 150 of Éxito’s household brands and products. The news follows the recent announcement that BuzzFeed Motion Pictures is collaborating with Keshet Studios to develop a cross media version of TOUCH for the US.

The technological element of the game is managed by KI’s Interactive division using its platform, Mako Tools. Mako Tools centralises the web-based user experience in one simple system, enabling the entire nation of Colombian viewers to engage with the TOUCH game on any web-connected device for a unique, united experience.

Created by Ido Rosenblum and Keshet Broadcasting (BOOM!, Plan B), TOUCH is an engaging game in which gut reaction, sharp eyes and quick fingers can win prizes. Based around the question, “What makes no sense in this picture?”, it connects with viewers and online users in real-time or offline in a rapid-fire series of images and videos which have been humorously enhanced to include items that do not belong. The fastest fingers win!