Others, though, say it was the result of cynical opportunism that exacerbated the problem the marketers were trying to solve.įighting harassment "is a real, honest-to-God issue which unfortunately now has been tainted by this insincere, totally superficial effort," said Rebecca Rothschild, a Chicago gamer and writer who has endured online bullying. Within days, the agency shut it down.Īccording to the agency, the demise of Bully Hunters was a case of good-intentioned naivete colliding with the idiosyncratic, often-aggressive world of online gaming. But after marketing agency FCB Chicago launched "Bully Hunters" last week with a splashy livestream, the campaign was mocked by gamers, criticized by harassment experts and disowned by the companies it had enlisted as supporters.
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