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.