Malaysia Airlines faces backlash in "My Ultimate Bucket List" promotion

A Malaysia Airlines plane taxies out on the tarmac for departure at Kuala Lumpur International Airport in Sepang, Malaysia, Friday, Aug. 29, 2014.

A marketing ploy for Malaysia Airlines is turning into a social media embarrassment for the embattled company.

The airline launched a competition in Australia and New Zealand, it was called: "My Ultimate Bucket List." Contestants had to explain what they wanted to kick off their bucket list. The best entries would have received free airline tickets and iPads. But as many people pointed out online, the contest was insensitive since "bucket list" is associated with doing things before you die.

The airline of course is facing the fallout from not one but two disasters this year that have left hundreds of passengers dead.
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