Coors Light for Avenue A-Razorfish

Pennsylvania / New Jersey Market Integration Campaign

Campaign Objectives: Coors Light's "World's Most Refreshing Beer" campaign was a large traditional media success that the brewer wanted to translate online in some of its key eastern region markets. Rather than rely on standard banners to deliver its message, Coors Light sought to enhance its brand image using unprecedented contextual integration via multiple leading local market sites.

Centro Solution: Through a variety of first-ever creative placements, Centro created a program for Coors Light to substantially integrate its messaging into site content. User Polls, Event Calendars, Sports, Music and Happy Hour Guides all incorporated the brewer's messages. The integrations were combined with high-impact units including Sliding Billboards and compelling Corner Peel Back units across the key markets' leading alternative and newspaper sites.