To encourage Chicagoans to contribute to ChicagoNow.com by commenting on the site, the online experience was simulated offline with a 1,300 square foot chalk “blog”, which took over Pioneer Court on Chicago’s famous Michigan Avenue. There, locals were encouraged to comment and discuss hot Chicago topics like the 2016 Olympic Games and public transportation, just as they could on ChicagoNow.com.

Over 4,500 people participated in ChicagoNow.com’s chalk blog by commenting on the boards. Hundreds more stopped and took pictures of the stunt or read the comments left behind by others. And thousands more were exposed to the chalk blog simply by walking past it. The stunt kicked off an advertising campaign that ultimately increased visitors to ChicagoNow.com by over 300%.