Two months after introducing a new logo and app, Foursquare is rolling out its first ad campaign.
The outdoor campaign, created by Judd Branding, will run in New York and Chicago. The ads, which will run on New York City subways and on Chicago's bike share kiosks, illustrate how people with very different tastes can use Foursquare to find what they're looking for. One execution features an older businessman and a young, bearded hipster who are both waiting for shoe shines. The younger man likes art house films and kale shakes, while the middle-aged guy prefers Kobe beef and Duck a l'orange:
If you're confused why there's no mention of check-ins or mayorships, then you're the right target for these ads. In August, Foursquare introduced a new version of its app that attempts to learn your tastes so it can recommend nearby attractions. The check-in features that Foursquare is famous for are now available in Swarm, another Foursquare-owned app.
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Jeff Glueck, Foursquare's COO, says the company chose Chicago rather than San Francisco because it's "trying to reach a broader mainstream audience beyond hipster insiders." The advertising messaging has the same mission, featuring individuals who don't appear to be waiting breathlessly for the next John Gruber post:
