‘Sleepy Hollow’ Marketers Sorry for ‘National Beheading Day’ Social Media Campaign

US network FOX has apologised for a marketing campaign for Sleepy Hollow touting “National Beheading Day” on the same day news broke that terrorist group ISIS claimed to have decapitated American journalist Steven Sotloff.

The “National Beheading Day” campaign was in reference to the show’s Headless Horseman character, but it backfired on social media.

Variety reports publicity firm Think Jam learned of Tuesday’s ISIS incident on CNN just minutes after issuing the Headless Day press release. The firm quickly issued a retraction and apology, but by then the campaign had made its way to social media.

“We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement,” the firm said in a statement.

“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.”

American journalist, James Foley, also perished at the hands of ISIS only weeks ago.

Twentieth Century Fox Home Entertainment also issued the following statement: “Twentieth Century Fox Home Entertainment 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.”