The Great Hatch Clock Purge: Why Christian TikTok Is Having a Sunrise Alarm Exorcism

Hatch, a sleep technology organization, found itself amidst a viral controversy after Christian influencers started tossing their devices after being fed up with Halloween-themed horror ads at Tech Buzz. A Halloween marketing campaign, which started as a seasonal endeavor, suddenly morphed into a full-on panic performance on Christian TikTok.This dustup began after Hatch released "Goodnight, Phone," their horror film trailer advertisement with actress Kiernan Shipka "and are we still in this world" - accompanied by bloody content and imagery mixed with zombie-like content Tech Buzz Rolling Stone. Christian influencer Charity tweeted a viral video where she stated the company was practicing "divination," even worse, it is a demon-related company. She was disturbed that a product created for children's sleep would be marketed using a horror film trailer Tech Buzz - Rolling Stone. Reports abounded on TikTok from concerned mothers tossing their $170 devices in the trash, one tweet declaring she would turn her machines "into dust so they can't be used by anyone else" Tech Buzz- Rolling Stone. Some claimed their sound machines played mysterious voices or included connotation about things going awry rol - Rolling Stone.Hatch's marketing VP states this was not planned, explaining the ad was just about a wacky adult product that was the "thing that would save you from the real evil: your phone!" Tech Buzz.How did the internet respond? With peak mockery. Users joked about kids floating on air and chanting Latin, while others opportunistically asked for the leftover premium items. Hatch capitalized on the event with a “RePossession Program,” and received 10,000 emails requesting “repossessed” items but only 10 returns Techbuzz.What this debacle revealed is just how fast niche religious communities can develop corporate marketing failures into moral panic and similarly how brands can turn intense and swift backlash into sustainability schemes.