Streetmuseum 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 app was launched to work with the museum’s existing ‘You are Here’ campaign. Originally launched with only a press release as support, later a message was included on the existing campaign advertising posters. Once the app became popular, Apple iTunes picked it as a featured app and PR just evolved naturally.

The Museum wanted 5000 downloads. As of February 2011, we’re at 160,000. Visitors to the museum tripled with a 157% increase in footfall. The app received extensive media attention both in the UK and globally, including being heralded as the ‘time travel app’. Social media response was just as enthusiastic, with demand leading to the December release of an android version of the app. Between May and July 2010, the P.R coverage reached 27.8 million people, achieving over £710,000 of media coverage. All on a budget of £15,000.