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.  

“Crowdsourcing is a way to go to people for the answers,” Bertram says. “It allows companies to have a dialogue with consumers and establish relationships.”

Not your father’s Buick?

Tiffany Street, of Magnani Continuum Marketing, said she and her co-workers had researched GM’s account before the event.  

Street posted a poll on her Facebook page and asked, “If you are between the ages of 22–35, would you buy this car?” She attached a link to the Buick LaCrosse and then wrote, “But it’s not for me.”

“I didn’t want people to think I was going to buy it,” Street, a young PR professional, said with a laugh.

That sentiment sums up GM’s problem. But representatives from GM were ready to hear answers about how they could change the make’s image.

“We really want to make Buick more relevant for a younger demographic,” says Craig Bierley, Buick’s director of product marketing.

Flights of fancy

Southwest Airlines wasn’t worried about its demographic—that company was more concerned with its bags. The airline recently announced its “bags fly free” program, but it sought more publicity. Southwest asked: “What can we do to market our program to business travelers who might not be familiar with SWA? What channels should we tap into?” 

Beth Marshall, a local marketer, spends a lot of time traveling on business. She recently booked a ticket with Southwest as a way to familiarize herself with the process in preparation for the event. She says she’s most impressed with Southwest’s social media efforts.

“I’ve spent a lot of time on Southwest’s blog and Twitter account,” Marshall says. “Social media is the best way to be transparent. A company can’t hide out. Consumers are the ones that own the brand.”

Paula Berg, manager of emerging media for Southwest, says crowdsourcing events are the best way to connect with consumers.

“It’s a great way to talk to people who are so passionate and want to share things,” Berg says. “This event has a sense of community, and it’s great to see people working so closely together.”

Taking the ‘Plunge’

Daniel Honigman, digital communications supervisor at Weber Shandwick, was the team leader for the winning group for Special Olympics Chicago. He said the marketing challenge was a good way for people to network and brainstorm.

Here was Special Olympics Chicago challenge: Each March, this group hosts an annual “Polar Plunge,” in which people jump into the chilly waters of Lake Michigan to raise money for the cause.

Honigman says his team asked a lot of questions during the brainstorming session and found out SOC was limited on staff hours. Honigman’s group decided to come up with a streamlined, simple plan that would target bars and restaurants. After learning more about SOC, Honigman said some group members wanted to participate in the event.

Jennifer Kramer, representing Special Olympics Chicago, said there’s a possibility that the plan might be implemented and wants to keep in touch with group members.

“It was a phenomenal think tank,” Kramer says. “It was great to get a new perspective and see people who wanted to get involved.”