Five hundred drones took to the sky over the Hudson River in New York City Thursday evening, not to entertain onlookers with a futuristic dance of lights, but to show them ads for a mobile game.
The ad was supposed to turn the sky into the largest screen on the planet to celebrate the game's tenth anniversary.
Residents of the Big Apple were not happy with that ambition.
One user wrote that they hoped some of the NYC residents shoot down the drones.
Brad Hoylman, a state senator, said that the billboard was offensive to New Yorkers, to local laws, and to wildlife.
He said it was outrageous to be spoiling the city's skyline for private profit.
The marketing stunt was denounced by users on the social networking site.
A person wrote that "every single person who saw this ad and is not a child knows about candy crush and stopped playing it seven years ago."
They wrote that you provided a huge nuisance. Don't do this again.
Candy Crush had to overcome a lot of obstacles to be able to fly its drones. The company behind the show, called Pixis, launched the drones from New Jersey's Liberty State Park in order to avoid crossing into New York.
Advertisers are going to more and more lengths to put their billboards in people's faces, from floating ad barges to concepts of satellite-based ads.
Not even New York City's world-famous skyline is immune to the new chapter in advertising.
There was backlash after 500 drones light up New York City.
There is an ad for a huge drone swarm in New York.
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