Sleepy Hollow was promoting it's release to DVD and the shows new season with a hashtaggged "#HeadlessDay" promotion... which happened to be mailed out just as the news about the Steven Sotloff’s death reached the world. The campaign consists of meme-jokes with the tagline "Happy Headless Day from Sleepy Hollow" and the timing is terrible. The idea was that people could share the memes on social media and tag them #HeadlessDay - yikes.
ThinkJam who created the campaign immediately issued an apology and pulled the campaign from running now.
"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."
Twentieth Century Fox Home Entertainment also sent condolences to Steven Sotloff’s family as their apology said: "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"