The introduction of Nexium 24HR marked the biggest Rx to over-the-counter launch in the history of Pfizer. To create excitement and score new users, we partnered with Walmart, utilizing their gametime platform to get Nexium 24HR on the game day shopping list. By designing a shopper experience and launching a nationwide tour that made Nexium 24HR an integral part of football fans’ pregame ritual, we helped millions of heartburn sufferers take their game day celebration to the next level.