As allergy season grows longer and more intense, consumers assume all “non-drowsy” medications are the same. Allegra is the only brand with 0% brain interference — but the category had blurred the distinction. To prove Allegra’s benefit, the brand partnered with allergy sufferer and IndyCar champion Marcus Ericsson — an athlete whose success depends on reaction time. Together, they created The Allegra Pit Shop during the Indy 500 broadcast at FOX, turning Marcus’s pit crew into moving QR codes during live pit stops. During live pit stops, the broadcast audience had only seconds to scan QR codes on Marcus’s pit crew members for a chance to win a VIP race experience. By actively engaging viewers in real time, the Allegra Pit Shop proved that only the sharpest fans win, demonstrating the clear performance difference that non-drowsy Allegra delivers. Ahead of race day, we built buzz across social channels, tapping into Marcus Ericsson’s and Andretti Global’s passionate followings to drive conversation and anticipation. The idea earned its way into the cultural spotlight—uniting sport, live TV, and real-time fan engagement to bring “0% brain interference” to life. The campaign delivered measurable impact: • +707.8% landing page views at Walmart • +20.8% unit sales lift • +17.3% YoY increase in average purchase counts • 1.17B earned impressions • $1.05M in media value from 7 minutes of broadcast integration