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SAS' 'The Batting Lab' Improves Kids’ Swings While Coaching Them on Using Data

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McCann New York teams up with SAS to use kids’ love of baseball to pitch them on the power of data

SAS' 'The Batting Lab' Improves Kids’ Swings While Coaching Them on Using Data

As All Star Weekend approaches, we’re reminded that half of American kids play baseball and softball. But less than half understand data. However, the ability to read, work with, and communicate using data will be the most in-demand job skill by 2030. To get kids ready for their future, SAS relied on kids’ love of the game to pitch them on the power of data.

SAS, the leader in analytics, and McCann New York created The Batting Lab. It features a custom, AI-powered batting cage designed to track a batter’s stance and ball-flight statistics while collecting more than 50,000 data points per swing. And an online Data Playbook extends the reach of the cage, helping turn player data into real-time coaching instruction.

Over six weeks, an initial group of kids aged 9-13 were invited to The Batting Lab to improve their swing. And in the process, they also improved their confidence in using data and analytics.

The Battling Lab analysed each kid’s swings by comparing them to an optimal form, created by collecting data on thousands of swings from elite players - including those from North Carolina State University’s baseball and softball teams.

Inside the Batting Lab, swing analysis happened in real-time using cameras, sensors, AI, machine learning, computer vision and IoT analytics. The Batting Lab provided instant feedback and suggestions on how to improve each kid’s swing. At the end of every session, kids were able to dig into the numbers.

By the end of the program, the kids were able to read and interpret the data and pinpoint areas for improvement. Not only did every single kid improve their swing, they also boosted their comfort with and confidence in using data. That’s The Batting Lab’s true home run.

“Just as SAS analytics change raw data into better decisions, The Batting Lab has the power to transform. The Batting Lab is marketing with a purpose. It improves baseball and softball swings, but most importantly, it boosts the confidence of young people in using data. That’s a skill they’ll use throughout their lives,” said Jennifer Chase, CMO, SAS.

“Statistical competency is a requirement in so many fields now. I know that I would have no career in a baseball front office without an understanding of data and analytics,” said Sig Mejdal, assistant general manager for the Baltimore Orioles, sabermetrics expert and former NASA engineer. “I can see that through The Batting Lab project, SAS seeks to inspire a new generation of data-savvy citizens who will work to solve many of our most pressing challenges with data and analytics. The project introduces skills that kids will need when they go pro, in business, engineering, medicine, government and so many other fields.”

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SAS Credits

Jenn Chase: Chief Marketing Officer

Susan Ellis: Brand Director

Natalie Osborn: Senior Director

Mirko Mueller-Goolsbey: Director

Cassie Lutterman: Brand Content & Experiences

Katherine Powers: Associate Marketing Specialist

Chris Patti: Creative Director

Shawn Gillen: Strategic Creative Leader

Nikki Gusse: Senior Producer

Jared Dean: Data Scientist

Lucy Kosturko: Education Initiatives Manager

Jennifer Sabourin: Research Scientist and Senior Software Developer

Mike Nemecek: Public Relations Lead

Suzanne Sprajcar Beldycki: Director Integrated Communications

Shannon Heath: Corporate & Executive Communications

Elizabeth Creech: Senior Marketing Manager

Mibbie Plouvier: Principal Digital Media Marketer

Melissa Hannah: Data-driven Social Media Specialist

Pamela Meek: Global Head of Communications

Mark Lawrence: Studio and Location Production Manager

Jesse Olley: Senior Multimedia Production Specialist

Brie Boothby: Senior Associate Social Media Specialist

Evan Markfield: Corporate Social Innovation and Brand Storyteller

Scott Calderwood: Director of Digital Marketing

Eric Morales: Sr Manager

Jeff McFall: 3D and Motion Graphics Design Manager

Thomas Richardson: Sr Event Design Project Manager

Mike Weiss: Sr Artisan/Designer


Sean Bryan: Co-Chief Creative Officer North America

Pierre Lipton: Co-Chief Creative Officer NY

Shayne Millington: Co-Chief Creative Officer NY

Jason Ashlock: SVP Executive Creative Director

Dominick Baccollo: SVP Executive Creative Director

Daniel Kim: SVP Group Creative Director

Justin Chen: SVP Group Creative Director

Kassandra Pollard: Associate Creative Director

Gabby Gonzaga: Junior Art Director

Kayla Andersen: Junior Copywriter

Adam Koehler: VP Creative Director

Elana Sasson: Design Ops Director

Ethan Buller: Design Director

Herman Awuku: Senior Designer

Kevin Nelson: Managing Director McCann NY

Liz Der: SVP Executive Account Director

Pat Six: VP Account Director

Bill Powers: Account Director

Shenea Walker: Assistant Account Executive

Dominic Poynter: SVP Executive Comms Strategy Director

Will Zweigart: VP Comms Strategy Director

Sam Chotiner: SVP Global Strategy Director

Daniel Lammon: VP Strategy Director

Caitlin O’Malley: Senior Strategist

Camille Dagorn: VP Creator Partnerships

Christine Lane: Executive Director

Mihae Mukaida: SVP Executive Director of Innovation

Jeannette Subero: Senior Innovation Producer

Melanie Olar: Innovation Producer

Diane Knarr: Digital Producer

Nathy Aviram: Chief Production Officer

Aaron Kovan: Chief Production Officer

Chris Badano: Senior Producer

Kelly Krincek: Junior Producer

Annie Panousopoulos: UX Architect

Julia Brown: Associate Director of Project Management

Amanda Lang: Senior Project Manager

Jeremy Miller: Global Chief Marketing and Communications Officer

Victoria Park: Director of Communications

Terry Marcello: VP Director Talent Payment

Eric Johnson: SVP Executive Integrated Music Producer

Colleen Dahlstrom: Music Producer

Jamie Jou: Music Business Manager

Madeline McCarty: Business Affairs Manager

Experience Design

Design Studio: OBJ

Merica May: Partner

Consultant on Curriculum Development

Steve Malley: Coaching Sports Writer

Production Design and Development

Production Design Studio: Volvox Labs

Kamil Nawratil: Partner / Creative Director

Ben Forest: Technical Director

Zyia Zhang: Physical Experience Designer

Gilad Dor: Producer

Matthew Ross: Technologist

Pasakorn Nontananandh: Motion Designer

Preto HF: Motion Designer

Yalan Wen: Motion Designer

Maxwell Smith: Fabrication Project Manager

Benjamin Mosca: Fabricator

AJ Sapala: Fabricator

Ciara Smith: Fabricator / Seamstress


Production Company: Craft

SVE Head of Content NA: Adam Hirsch

Director(s): Brett Berman & Sam Rimland

Senior Producer: Zoey Greene

DP: Brett Berman & Sam Rimland


Editorial House: No6

Editor: Nicholas Schneider

Asst Editor: Julie Walsh

EP: Corina Dennison

Producer: Jen Milano

Finishing: Mark Reyes

Colorist: Matthew Rosenblum

Mix: Gerard McConville (Craft)

Categories: Education, Corporate, Social and PSAs

McCann North America, Mon, 11 Jul 2022 15:36:55 GMT