The Philadelphia Weekly spots engage readers with a countdown to happy hour concept. Each ad contains an in-ad clock, which counts the hours until 5 p.m. and offers readers the opportunity to search for happy hour offerings around the Philadelphia metro area.

Spots running across the Philadelphia City Paper engage readers by urging them to participate in micro-surveys, including: "Where in Olde City do you enjoy the World's Most Refreshing Beer & Center City Sips?" and "What Philly figure would you most like to enjoy a refreshing Coors Light with?" 

"I know that many publishers of alternative weeklies are continually impressed with the coordination, execution and success Centro's work, and this Coors Light campaign is no exception," said Paul Curci, publisher of the Philadelphia City Paper. "Our readers interacted with the campaign at a tremendous rate, which makes sense when you consider that people respond better to advertising when it is more relevant to the region and offers a local flavor."