At the shore section of New Jersey.com, the strong call to action and local theme of the Coors Light campaign continues, inviting visitors to blog about their favorite New Jersey shore spots and post photos of their summer shore adventures. The popularity of each local media campaign led to healthy attendance at campaign events, driving the target market segment of 21-35-year-olds to live Coors Light events at popular bars and pubs in Philadelphia, Pittsburgh and New Jersey. 

The Coors Light campaign illustrates that local campaigns result in higher conversion rates. Agencies do not have to forgo the efficacy of local campaigns due to worries about contacting and tracking multiple campaigns with multiple publishers. With each ad matched with key affinity brands and appropriate media, agencies can be assured that their local campaign will run on contextually relevant and appropriate web pages.

The power of local online can only be fully realized when married with the power of well-executed interactivity and strategic placement. As this Coors Light execution demonstrates, when they all come together, the results can make "raving fans" of brands and publishers alike.