Field Trip is a somewhat experimental project out of Google's Niantic Labs, an internal start-up that is also responsible for the game Ingress. Field Trip is a location-aware experience just like Ingress, but its purpose is to alert you to notable stuff in your general vicinity. Showing you mildly interesting landmarks is one thing, but Field Trip can now get you free admission to 13 museums in addition to telling you where they are.

Wander near any of the participating institutions and Field Trip will pop up a card (in the Nearby tab) that contains instructions on how to get your free culture injection.
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