Hilton partners with The Onion for Web campaign

01/14/2013 | New York Times (tiered subscription model), The

Hilton has recruited The Onion's humorists for a social media and Web campaign aimed at convincing young workers that they need a vacation. Visitors to Hilton's custom website can access humorous cartoons diagnosing them with workplace maladies such as "cubiclophobia" and "yellow Post-it fever," and prescribing Hilton vacations to cure their affliction. "It differentiates Hilton in a key, positive way. ... You don't see anybody else doing this," says brand consultant Irma Zandl.

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