The concept of the competition was for users to design a plush toy that reflected the game’s catchphrase ‘Winner winner, chicken dinner’. Offering a cash prize and the chance for the winning designer and 100 voters to own the toy, the competition ran over the summer of 2020.
The contest needed to include 3 stages: the first where designs were submitted, the second where a chosen few were voted on and finally the announcement of the winner. It was also open to several countries and needed to be available in English, French, German, Russian and Turkish.
In addition, designers and voters needed to be kept up to date on the contest through an accompanying email campaign.