Community goals that work towards unlocking an specific piece of content for everyone work wonderfully, even more when this goal is bound to be completed within the game without the need to interact with the forum.
No, when the deal is for "some" of the community to work in order to unlock a "reward" instead of an actual piece of content that then, would lead to obtaining the reward I think is what wasn't the best idea to carry on.
Usually forum related contest/goal's rewards are directed to players who actually participate in the contest/goal so the reactions are normal imo.
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