Foursquare

Foursquare

1

The Background

In early 2015, Foursquare approached Code and Theory about a data visualization project for the release of their Pinpoint ad product.

Where You Go is Who You Are

Utilizing Foursquare’s data (user check-ins and wireless signals), it was able to determine (or “pinpoint”) real people’s movements, noting “the places you go are the best indicator of who you are.” Improving upon technology that filtered out incorrect location data, Pinpoint accurately allowed advertisers to know their audiences—and their tastes—much more precisely. With this information, they could deliver very specific marketing and advertising campaigns.

Foursquare - Icons

2

The Business Problem

Representing the Data

With mounds of data and a clear profitable use case for it, there was one question: How could Foursquare clearly present this complicated information to mid-level marketers in an elegant and intuitive way?

Code and Theory worked with Foursquare to create a product that would present this information through a suite of data visualizations.

3

The Experience Strategy

The Right Tool for the Job

The first step in our process was understanding the story Foursquare wanted to tell. Other ad platforms offer aggregate GPS information that can roughly determine where you are, but Foursquare's platform is more precise; It combines traditional data with its proprietary data from their apps.

The next step was understanding where and how these data visualizations would be used. They needed to be flexible enough to be embedded into a sales presentation, displayed on a lobby television, as well as on-stage in a keynote presentation.

What resulted was a strategy to create a web-based tool to ingest Foursquare's raw data, have a suite of easily manipulated controls to customize the visualization, and to output HD videos that were easily adaptable to many different uses.

Foursquare - Data Flow

4

The Solution

Pinpoint the Story

Working with our data analysts, visual designers and developers, we designed and built a system to demonstrate Pinpoint’s accuracy by projecting visual layers onto an interactive map.

Utilizing WebGL and the Mapbox API, we created a 3D world where you can see check-in data, GPS data, and Foursquare's own venue shape data for a given location. Through a set of controls these different layers are turned on and off at different moments, camera sequences are created to zoom and rotate around venues, and custom transitions can be applied. Individual venue sequences are easily placed into a queue to show an animation moving through the world from location to location, telling compelling stories.

From the High Line and Empire State Building to the Mall of America, the visualizations were sophisticated ways of honing in on geographic areas and displaying Pinpoint's accuracy.

Foursquare - Screen Strip

5

The Work Continues

Quantitative and Qualitative Data Live Together

In late 2015, Foursquare came back to Code and Theory to take the visualization a step further. We helped communicate how Foursquare impressions, clicks and conversions data could be visualized in different geo-locations, using additional data like venue demographics and its proprietary “taste” data.

We built upon our 3D storytelling world to create an animation sequence depicting the relationship between impression and conversion data. First we placed the data in an abstract space and then placed those data points in the real world on a map. The sequence then zoomed into of a specific venue to display a series of charts with gender and age distributions, top categories and tastes.

Foursquare - Champs - Screenshot

Evolving E-Commerce To Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't Call It A Comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
College Board| Positioning The College Board As An Integrated Partner For Students

Transfiguring An Integrated Student, Parent And Educator Experience

<p><strong>Transfiguring An Integrated</strong> Student, Parent And Educator Experience</p>

Transfiguring an integrated student, parent and educator experience.

Read More
Rally| Elevating The Site Experience For A Crypto Pioneer

Elevating The Site Experience For a Crypto Pioneer

<p><strong>Elevating The Site Experience</strong> For a Crypto Pioneer</p>

Elevating the site experience for a crypto pioneer.

Read More
Coned Additional
ConEd

Building a future vision for Clean Energy in New York

ConEd tapped us as AOR to lead an integrated, purpose-driven marketing partnership to educate a multitude of audiences

Read More
  • A new brand strategy that ties ConEd’s clean energy vision to its purpose
  • An integrated creative campaign to showcase ConEd’s clean energy vision to its customers
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Says a Lot —

Latest

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions