‘Sleepy Hollow’ apologizes for poorly-timed ‘headless’ campaign

Sometimes, social media campaigns just fall victim to bad timing, and that is what happened when it comes to “Sleepy Hollow” and its season 1 DVD campaign.

Basically, there was a playful campaign set up by ThinkJam today that were a series of playful memes designed to promote the show and “Headless Day.” Obviously, this was just meant to be cheeky fun to play into the theme of the show and its Headless Horseman’s death. Unfortunately, a campaign email was sent out at the same time as the news of Steven Sotloff, a U.S. journalist in Iraq, was beheaded by ISIS. We don’t believe there were any malicious intentions behind the campaign, and this was all the simple product of very bad timing.

Not long after the campaign went out, a reported email from ThinkJam was sent out with the following apology:

“We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement … The tragic news of Steven Sotloff’s death hit the web as the email was being sent. Our deepest sympathies are with him and his family, and we don’t take the news lightly. Had we have known this information prior, we would have never released the alert and realize it’s in poor taste.”

The studio over at Fox Home Entertainment also released a statement of their own, saying that the entity “recognizes and apologizes for today’s promotion for the Season One DVD release of Sleepy Hollow. We regret the unfortunate timing of our announcement and our deepest sympathies go out to the families of all involved.”

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Photo: Fox