The Fox series “Sleepy Hollow” drew ire on social media Tuesday for a marketing campaign touting “National Beheading Day” on the same day the world learned terrorist group ISIS claimed to have decapitated American journalist Steven Sotloff.

In a case of unfortunate timing, commemorative eCards declaring #HeadlessDay were released to promote of the show’s upcoming season one DVD and Blu-ray. “Hollow” wasn’t deliberately trying to invoke the day’s tragic news; the campaign was intended to invoke the show’s Headless Horseman character.

Naturally, that had some on social media crying foul considering not just the Sotloff tragedy, but the killing of another American journalist, James Foley, just weeks ago at the hands of ISIS.

Read the full piece about the marketers screw up here.