The Martin Agency recently established an augmented television technology that seamlessly connects two consumer experiences: watching television and viewing content online.
The challenge was to create a prototype giving users access to a real-time link between the static television platform and the rich, dynamic content available from the web. As a result, any television program — live, scripted, time-shifted or otherwise — can be used as a trigger to deliver meaningful web-based content to a second screen.
We were chosen as the architect and design partner for the user interface. Our approach was to start with the NCAA tournament, as it presented the most user interface challenges. We created a generic brand called Game Time so the sports could be interchangeable. The result was a seamless, interactive,