Foursquare is currently running video ads on its Swarm app for Herradura Ultra, a Brown-Forman tequila brand made by the Tequila Herradura distillery in Mexico. Swarm users see the spots after they register a check-in at a location—for instance, Adweek first spotted the campaign in recent days after checking in at a Brooklyn barbeque joint, which would seem like a good place to target consumers with a tequila ad.
The New York company quietly debuted the ad format in April with Jaguar and said that a handful of brands are currently running the videos. The mobile-tech player said that the ad unit is getting double the engagement its brand clients have seen with its standard, in-app units. (One of Herradura Ultra's ads can be viewed below.)
"We're seeing more luxury and high-end brands really embrace mobile location intelligence for targeting the right demographic at the right moments," explained Steven Rosenblatt, president of Foursquare. "For their target demographic, foot traffic behavior clearly demonstrates their likely spending behavior."
Joanna Darst, Tequila Herradura's global integrated communications director, added, "Foursquare's rich data resources allow us to be laser-sharp in media targeting as well as demonstrating effect from the ad served."
Indeed, what makes Foursquare more interesting than anything else these days is its location data. For instance, with the Swarm video ads, the company said that users are engaging with the clips at a higher rate when they are either running an errand—checking in at convenience store, pharmacy, post office, etc.—or when they have downtime at home or at the office.
Foursquare said that the video ad units are available in the U.S. and limited global markets. However, they are not being offered on its flagship mobile app.
Meanwhile, here's a Jaguar spot from its Swarm campaign: