Dive Brief: 

• Foursquare has launched its first ever ad campaign with outdoor spots like bus stations, train stations, and kiosks in New York and Chicago. 
• The brand is trying to shed its reputation as a "check-in app" after moving the check-in feature to a new app, Swarm. 
• The ads are meant to position Foursquare as a personalized local search app and meant to reach a more mainstream audience rather than a tech-savvy, hipster crowd. 

Dive Insight: 

The brand will have to grow in order to show real value to both business and users as personalized local search, but it's not an impossible task if approached correctly. It's always tricky when a brand rebrands completely to adapt to changing times, so time will tell if there is still room for Foursquare in the mobile app market.