International hotel giant Hilton has partnered with satirical news website The Onion to launch a promotional website that diagnoses consumers’ holiday needs.
The Hilton Urgent Vacation Care Centre focuses on the 14 symptoms of “Vacationitis”. Symptoms include “Commuteritis”, caused by excessive daily commuting, and “Acute Retinal Monitoritis”, a case of poisoning from staring at a computer screen. Each symptom is illustrated using humorous cartoon memes created by The Onion’s creative division, Onion Labs (see Meme Culture for more on the use of memes in marketing).
Consumers can take a quiz to diagnose their holiday requirements and are then provided with a customised prescription recommending a stay at a Hilton hotel, based on the severity of their Vacationitis. They also have the chance to win one of 15 weekend getaways at a Hilton hotel.
The campaign will likely appeal to the growing number of stressed and sleep-deprived consumers (see Insomnia: Something to Sleep On), and is a smart way for Hilton to engage with The Onion’s younger audience. Brands must learn to operate imaginatively and innovatively to attract a new wave of creative consumers. Read more about this in Inspiring Culture, part of our Industry Trend Consumer Creators.