Brainstorming on a large scale in the Windy City

At a Chicago crowdsourcing event, scores of marketers and PR pros join forces to strategize

The Buick LaCrosse wants a new market—drivers who “aren’t dead.”

With this goal in mind, GM signed up to be a sponsor for a recent Windy City Social marketing challenge event. The automaker was joined by Southwest Airlines and Special Olympics Chicago to ask a lively group of Chicago marketers and PR professionals for help with their products and campaigns.

Windy City Social’s event centered on crowdsourcing. This concept involves gathering a large group of people to brainstorm ideas. It also allows companies to hear directly from consumers.

More than 60 people signed up for the event. There were a total of nine teams, with about seven participants on each one. Some attendees came as individuals; others are co-workers.

Teams designated which company they wanted to help, and a media expert was assigned to guide each group during the 90-minute session. Wine, beer, pizza and other goodies enhanced the social aspect and, for some, perhaps, the brainstorming as well.

Afterward, each team created a presentation, and each company selected its favorite.

Hope Bertram, founder of Windy City Social, said crowdsourcing helps companies generate new ideas.