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A teenager named Tristen from Oak Grove, Minnesota, lost the vintage fishing lures that had been handed down to him by his late grandfather, while a military veteran, Tony, who lives in Spokane, Washington, lost the ice axes he had saved for a year to buy.
After their on-the-ground searches came up empty, the two outdoors enthusiasts turned to Craigslist in a last-ditch attempt to locate their missing gear. No luck, until Yeti stepped in.
The brand–known for its sturdy coolers and stainless steel drinkware–had been combing through Craigslist’s lost and found pages to gather anecdotal evidence of a phenomenon it already knew occurred: people lose a lot of stuff.
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