OMD, Turner Sports Build Branded Second Screen Integration for iPad App

State Farm-sponsored extension called Game Time Assist

Turner Sports will roll out a new sponsored extension for its NBA Game Time app called Game Time Assist—just as the NBA returns to TNT.

State Farm branding will appear on the new add-on for TNT's NBA games, which are a huge part of the network's revenue stream. Games return on Valentine's Day with a doubleheader (first the Miami Heat at the Oklahoma City Thunder at 8 p.m., then the San Antonio Spurs at the L.A. Clippers at 10:30).

The app is sponsored by State Farm and will include exclusive synced-up video as well as the app's usual bells and whistles: scores delivered in real time, updates, etc. In addition to getting its graphics and logo plastered all over Game Time Assist, State Farm will be able to sync app content with its own commercials as their air on the network using audio recognition—the program will be able to "hear" when its favorite ads are on.

Second-screen sports apps are a tricky business: CBS Interactive's second-screen app for the Super Bowl broke new ground by featuring alternative camera angles from the game, selectable from your iPad, but that technology isn't perfect yet—users reported serious lag during the game.

OMD's Ignition Factory developed the program with OMD proper and Optimum Sports. It will be promoted on TNT, online, and on mobile devices throughout the season.