Museum of London 'StreetMuseum'
The Museum of London wanted a digital idea that would create a buzz about the opening of their new Modern Galleries. They didn’t have a lot of money but they did have an incredible amount of content.
So we created Streetmuseum- an augmented reality iPhone app that brings the museum’s extensive collections to the streets. The app uses geo tagging and Google Maps to guide users to sites around London where, via the iPhone screen, historical images appear.
A map shows your current position and the locations of various sites where you can view historic images of London. Touch one of the pins to see the image and additional historical information. The fun augmented reality bit happens if you have 3GS. Click on the ‘3D view’ button and the app will recognize your location then overlay the historic image over the current view.
The Museum wanted 5000 downloads. So far, we’re over 350,000.
We were an iTunes featured new app. We reached #19 in the top free apps and #2 in the top free lifestyle apps. Plus visitors to the museum quadrupled. In addition the campaign achieved worldwide PR coverage including The Guardian, Metro, The Sun, The Mirror, and Creative Review as well as being Campaign’s Pick of the Week.
We picked up a few awards too. Things like Creative Review's Best in Annual for 2011, a WEBBY award, and recognition at D&AD, One Show, the ANDYs, the Revolution marketing awards, the Grand Prix at the Epica's, a BIG award, New Media Age's campaign of the year and a few other things besides. 'World's most awarded app' was a pretty good accolade.