College football fans take their game-day superstitions seriously, from lucky jerseys to bizarre rituals they believe will help their teams win. As a brand known for hospitality, Hilton wanted to go the extra mile to keep those superstitions alive, making Hilton not just a place to stay, but the place fans have to stay for a victory.
We created the Hilton Superstition Concierge, a character dedicated to helping fans fulfill their wildest game-day rituals. Beyond a series of comedic online films, we brought him to college campuses, tailgates, and Hilton hotels to interact with real fans, bring their superstitions to life, and turn those moments into fun, shareable social content.
When you want your team to win,
it matters where you stay.
Client: Hilton
Social Content
Throughout the 2026 college football season, we created game-specific social activation and content inspired by each team’s unique superstitions and fan culture. For Penn State’s iconic White Out game, we transformed the Graduate by Hilton hotel lobby into an all-white space, dressed hotel staff and the Superstition Concierge in white, and designed custom white lucky towels for fans to bring to the game.
Penn State VS. USC White-Out Game
ECD: Jonathon Fussell, Robin Laurens
ACD: Caitlin Madlinger, Peter McCormick
Sr. AD&CW: Tianyi Xie, Megan Steidl