Make a toenation: Travel Yukon
The Sourtoe Cocktail is a time-honoured tradition in Dawson City, Yukon drawing tourists from around the world for the opportunity to down a drink containing a mummified, severed human toe. But in June of 2017, a drunken tourist drank the drink and then stole the toe. The theft made headlines worldwide. We immediately jumped on the publicity and, within 24 hours of the theft, created a social media contest to find a new toe.