In an unconventional move to generate hype for the impending release of his new game, Mewgenics, game developer Edmund McMillen initiated a competition that dared fans to engage in public acts of feline impersonation. The challenge, which required video evidence of participants acting like a cat in public or in front of their families, was explicitly designed to elicit discomfort and amusement, with McMillen himself stating that the more 'cringe' the submissions, the better. Enthusiastic fans responded with a plethora of submissions.

Mewgenics, a hybrid game integrating turn-based strategy with a cat-breeding simulation, has already garnered significant attention from critics prior to its official debut on February 10th. This collaborative creation from McMillen, renowned for titles such as Binding of Isaac, and Tyler Glaiel, the developer behind The End is Nigh, follows a series of pre-release online events orchestrated by McMillen. While previous contests included activities like posting 'missing' flyers for mutant cats, none achieved the level of public spectacle and discomfort as the cat-acting challenge.

McMillen's guidelines for the contest were clear: the focus of the humor was solely on the participants themselves, emphasizing, "Don't mess with anyone! You are the only one we are laughing at here!" The call for submissions for this self-imposed humiliation ritual drew responses from across the globe. Entries ranged from a man meowing in a public square in Groningen, Netherlands, to a woman on all fours performing cat-like actions in front of Chicago's iconic Cloud Gate sculpture. McMillen ultimately declared four winners, humorously noting that they had successfully made many people uncomfortable.

The grand prize was awarded to user SimpleSushii, who submitted the notable Cloud Gate video. However, the other finalists also presented equally memorable and awkward performances. User CainInsano's entry featured them acting as a cat in multiple locations, culminating in a performance before their in-laws. Another participant, shapesh1fter2, meowed and engaged with a toy in a bustling store while sporting a My Little Pony shirt. IHateZuckSoMuch's submission was filmed with their grandmother resting in a hospital bed in the background, accompanied by the caption, "Grandma taking antibiotics, seems to be improving." McMillen's contest proved to be a resounding triumph in terms of inducing secondhand embarrassment, effectively demonstrating the high level of anticipation for the new game among fans.

The diverse and often awkward entries from fans underscored the effectiveness of McMillen's unique promotional approach. By encouraging public displays of lighthearted, cringeworthy behavior, the contest not only engaged the community but also created a memorable buzz around Mewgenics. This playful strategy successfully amplified excitement for the game's release, illustrating the power of creative marketing in the gaming industry.