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Coors Train to Race across Websites at 4:53 p.m.

The Coors Light train, the "Silver Bullet," will soon race across websites visited by the brand's core audience of men age 21-34, promoting 4:53 p.m. as the new 5 o'clock, reports the New York Times.

At 4:53 p.m. local time on weekdays, the Coors Light brand symbol, a train called the Silver Bullet, will race across entertainment, news and sports websites that are frequently visited young men - including espn.com, yahoo.com and maxim.com - followed by an invitiation to Happy Hour and a Happy Hour Countdown clock.

Other elements of the campaign, developed by aQuantive's Avenue A/Razorfish, Portland, Ore., may include maps displaying the locations of nearby bars and lounges that serve Coors Light.

"In the online environment, you can really target consumers in a precise way," said Sara Mirelez, brand director. She said surveys showing that 71 percent of the internet use of men 21-34 takes place at work, and 61 percent of that "is done at the end of the day, 3 to 6 p.m."

The interactive initiative by the Adolph Coors Brewing Company division of Molson Coors is scheduled to start in mid-April. It will be preceded by new TV spots by Interpublic's DraftFCB.

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