Westin Resorts partnered with the literary comedy website McSweeney's to create the Out of Office Generator - a website that creates custom OOO Replies as unique and memorable as your next vacation. Travelers could create hundreds of custom, hilarious written or video replies for when they went away. For the first time, the Out of Office Reply was more than a formality. It was a piece of content that people used and shared socially.

On Westinooogenerator.com, travelers could choose the dates of their next trip, the type of vacation they would be taking and who they were going with, before generating their own custom email and video reply. The replies could be shared socially through Twitter and Facebook, as well as being copy and pasted into Microsoft Outlook or any other Email program they used for their Out of Office Message.

The idea instantly garnered press on mainstream sites like Fast Company and Travel and Leisure. More, it received over $56,000,000 of earned media value and nearly 30,000,000 PR impressions to date.