In 2018, during the peak of the crypto ICO craze, the social media company ASKfm launched its own cryptocurrency called ASKT and wanted a massive publicity stunt to promote it.

they sponsored a Mount Everest expedition where climbers carried hardware crypto wallets loaded with about $50,000 worth of ASKT tokens. the plan was to climb Everest, bury the wallets near the summit, and turn it into a global crypto “treasure hunt,” saying whoever found it could keep the tokens.
the team successfully reached the summit and buried the ledger devices. but the real danger started during the descent.
soon after, weather conditions became terrible: violent winds ,freezing, temperatures, exhaustion, low oxygen,
and difficult visibility.
during the climb down, experienced Sherpa guide Lam Babu Sherpa disappeared. Search efforts later found some of his equipment, but he was presumed dead after falling during the descent.
the incident caused huge backlash worldwide because many people felt ASKfm had turned one of the world’s deadliest mountains into a crypto advertisement. critics said the company used extreme risk and human lives to market a token during the reckless ICO boom of 2017–2018.
ASKfm responded by calling the death tragic but said the expedition was handled by professional climbers and guides. that response angered even more people.
the story became one of the darkest symbols of crypto hype culture where companies were spending millions on outrageous marketing stunts just to get attention for their coins.
Ironically, the ASKT token itself later faded into obscurity, while the Everest tragedy is what people still remember today.