This year we had a team that I think was entirely front-office, no techies involved: they came up with a new design to allow employees to use their Rally Coins to buy company swag. That was actually in-line with some common requests (the swag is pretty nice), and it set a good example of how the time can be spent not on code-related stuff.

("Rally Coins": one of the company's many products is basically employer-sponsored gamification of healthy-living goals. Rallyers are encouraged to join in.)