The Pitch: Selling Baseball to Every Audience
Lisi Schauer
When there are infinite exciting things out there fighting for limited precious attention,
the only way to stand out is by trying something unconventional. For my thesis, I designed a marketing campaign that
rebranded baseball as not just palatable, but exhilarating to an audience of people who couldn’t care less about sports.
I began by investigating the storytelling systems that exist within sports and considering how baseball narratives could
be delivered to the uninitiated in more accessible ways. I then researched fan communities outside the sports world and
designed interactive digital tools that linked their interests to baseball. Finally, I tested the theories that had
emerged from my initial research by creating a fictional Pratt Baseball team and promoting it with a combination of
traditional and experimental approaches primarily targeted at non-sports fans.
The Pitch: Selling Baseball to Every Audience
Cover of physical thesis magazine.
The Pitch press kit
Abstract and marketing materials from press kit that accompany the thesis magazine.
Lincecum Career Scarf
Data visualization project that captures Tim Lincecum’s career pitching statistics in a knitted scarf.
Taylor Swift outfit memes
Polyvore-style memes that match MLB teams to Taylor Swift songs and build corresponding outfits.
Biblically accurate rally cap
Made out of six baseball caps reshaped and sewn together.
Trick Pitch
Baseball covered in gems.
Pratt Baseball preseason marketing video
Snippet of Pratt Baseball preseason marketing video, used to encourage Pratt students to visit prattbaseball.com/preseason to vote for the final Pratt Baseball team.
Pratt Baseball preseason marketing flier
Flier hung all around the school used to encourage Pratt students to visit prattbaseball.com/preseason to vote for the final Pratt Baseball team.