Let's be clear, the Northwestern game at Wrigley was an unequivocal success. It got the city talking about Northwestern football... either positively or negatively. Season tickets skyrocketed and they were able to convert 90% of those new season ticketholders into seasoon ticketholders in the following season. The game itself was an absolute blast... other than the score, the entire party around the stadium was fun for anyone who attended (orange or purple). And does anyone really believe that ESPN Gameday would have come to the same game up in Evanston.

As for the future Wrigley games, I agree that the novelty may wear off. Nonetheless, I applaud the Northwestern AD Jim Phillips (Thank you, NIU Huskie) for doing SOMETHING to tap into the public consciousness of Chicago. We can either be content with our lackluster fanbase or try something bold to change it. I'm in the "any publicity is good publicity" camp. Now I'm not sure co-branding with a losing franchise like the Cubs is the best move, but I certainly think its better than sitting on your hands.
As for the marketing campaign "Chicago's Big Ten Team"... its an aspirational, not factual. We all know that other than PSU, Rutgers and Maryland (I'm guessing on the last two), Northwestern has the second LEAST number of alumni in the Chicagoland area. We have the lowest enrollment. Therefore our organic fanbase is simply not big enough to fill the stadium consistently. The only way to get that stadium filled is to convert the unaffiliated or encourage affiliated college fans to pick a "second team". I originally thought the latter group was just silly to pursue, but I've run into a fair number of Illini, Iowa, Indiana, etc. fans that have season Cats tix... they enjoy taking their kids up to Evanston for games. They usually dont wear purple and dont cheer particularly loud, but we'll take them! At the end of the day, I think the marketing campaign can work to a point, but you'll need consistent winning seasons to really propel season ticket sales. I can only hope that the team can keep producing 10-3 seasons to keep the momentum going.