OK slight overclaim, but here are some great location-based apps that have caught my attention in the last week or so. Some great examples of brands leveraging geolocation technology in way that is actually useful and rewarding for the consumer.
StreetMuseum by Museum of London
The Museum of London has launched a pretty slick iPhone app that enables users to access its extensive art and photographic images of the streets of London.
The free app uses the iPhone’s geolocation technology to allow users to hold up their phones to London landmarks and overlay a historic image of it on the real-time image.
The really exciting thing for me about this app is mashing up the past with the present!
Pacha / Ibiza AR app
The yet-to-launch Pacha VIP Guide will be much more than “yet another guide to Ibiza” (or so they say). They’re using augmented reality to guide tourists around the island and allow them to find out what is happening in every club in real time. Apparently you’ll be able to discover locations for secret parties, cool bars, and hidden gems.
I’m giving my liver a rest from Ibiza this summer, but if you’re lucky enough to be going, I’d give this a go 
Via the other clever Nick.
Pepsi Loot
Pepsi’s new iPhone app (which launches later this month) will offer consumer rewards in the form of free music downloads. Users “check in” to locations (ala foursquare) to earn badges for regular visits. What’s more, buyers will gain one point for each purchase through Loot – every three points earned equates to one free download from a base of 250,000 licensed songs.
It seems that finally location-based brand utilities are taking off!
