YETI launches New Year’s tradition by inviting fans to look ahead not back

As the new year approaches it’s not unusual for brands to trot out campaigns that take a look back at memorable stuff that happened during the past 12 months. Outdoor products maker Yeti took the path less traveled by discarding the year-in-review retrospective approach in favor of a year-in-preview prospective. Specifically, the brand invited consumers to camp out at Yeti’s website long enough to complete a short quiz about the outdoor activities they were looking forward to participating in during 2023. Answer choices included rock climbing, snowboarding, grilling, and others, all of which in some way could be made better by bringing along Yeti gear. After finishing, quiz-takers were able to download a customized calendar of 2023 events matched to their answers. In other words, if you told Yeti you planned to go hiking, Yeti filled out your 2023 calendar with hiking-related events worth noting. In total, there were about 135 outdoor events of all types on Yeti’s master calendar, many of which will be staged by Yeti partner organizations.