One or more objects placed on a display surface of an interactive display system are identified by a camera that receives infrared light reflected back by the object(s) through the display surface. The interactive display system displays images on the display surface that are produced by software applications, as well as sensing objects placed proximate to the display surface. If object(s) that were placed on the display surface are identified and determined to be associated with a predefined software application, the application is automatically executed. Objects can be identified based upon shape, a pattern applied to the objects, a size of the object, or a location on the display surface where the object is placed. The object may be used in the software application after it is executed or may simply be bear a functional relationship to the software application.