In what has to be a record take-down of a questionable piece of marketing, Square Enix pulled a Facebook app promoting Hitman Absolution two hours after it was deployed after a scathing report from Rock, Paper, Shotgun. The company later apologized for the app. The trouble began after RPS wrote about how "Hire Hitman" app allowed users to target and assassinate their Facebook friends, complete with death threats to your intended target. To make matter worse, targeted Facebook friends would be put through a process that flashed pictures from their profiles in front of their eyes before they were killed.
But the worst thing of all was the list of reasons you could put a hit out on a Facebook friend. It included such gems as "her ginger hair, her muffin top, her hairy legs," or "her small tits."
Realizing that their marketing department may have crossed the line, Square Enix quickly took the app down and later in the day issued an apology to the public via RPS:
"Earlier today we launched an app based around Hitman: Absolution that allowed you to place virtual hits on your Facebook friends," the company began in a statement. "Those hits would only be viewable by the recipient and could only be sent to people who were confirmed friends. We were wide of the mark with the app and following feedback from the community we decided the best thing to do was remove it completely and quickly. This we’ve now done."
"We’re sorry for any offence caused by this," they concluded.