Foursquare launched its first outdoor advertising campaign yesterday in hopes of educating non-users that the mobile application is more of a personalized local search and no longer a check-in service. The main purpose of this campaign is to drive awareness of the new Foursquare. A couple months ago, Foursquare splits its core business into two applications - Swarm, the application where users can check in to places and see where their friends are, and Foursquare, the application to discover new places.
This six-week campaign will appear in bus stops, train stations, and phone kiosks in Chicago and New York, and at bike share stations in Chicago. The company was not allowed to advertise at bike share locations in New York because Citibank is the program's exclusive sponsor. This is the company's first advertising campaign in an attempt to simultaneously rebrand Foursquare and jumpstart stagnant user growth.
Foursquare decided to launch this outdoor campaign after Seamless and Venmo reported that their outdoor campaigns were successful in driving app downloads. Foursquare COO Jeff Glueck said the company hopes the ads will display how Foursquare can be used by anyone. Each ad has two people with contrasting tastes having an encounter, Glueck said.
As an avid Foursquare user, it will be interesting to see the results of this branding campaign. I am probably one of the top users of Swarm out of my entire community. However, I mainly use Swarm to check in to places and rarely use the search function to find localized places. I personally wouldn't use the Foursquare application so it will be interesting to see how the NYC/Chicago community responds to these outdoor advertisements, and whether the campaign will be successful.
Source: http://digiday.com/platforms/check-foursquares-first-advertising-campaign/
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