Sounds suspiciously like Golden Ticket, which was plagued with problems
Be fair, the very name strongly suggests that the most important take-home hard lesson from that bruising PR experience has in fact been heeded - the 'prize every time' business, which made a lot of parents very angry when the actual prize turned out to be something which wasn't even mentioned in the comic (and which they perceived as being of little value). The explicit promise of the potential for no prizes makes it quite plain that they're not going down that road again.
Now, let's see if they've learned the second-most important hard lesson - when driving people to your website in their millions with a publicity push of unprecedented scale
, always make sure the server will actually be able to cope with it first!
I think I can smell Herman.
By the way, am I the only person tempted to draw parallels with the Dandy's uDraw competition, which was quietly restarted a few months later after carelessness and pop-cultural ignorance led to some serious embarrassment with the winner?