Coors Light partnered with Shazam to deliver neighborhood specific music playlists to NYC. The music lists updated every 15 minutes and you could download 10 songs at a time.

Coors Light was born in the Rocky Mountains. But it lives...wherever it's sold. We took this literally and blanketed Brooklyn and other boroughs in NYC with this simple concept.

After the NYC campaign, the "Born in the Rockies. Lives in ____." idea spread to other large cities.