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 called: "My Ultimate Bucket List."

Contestants had to explain what they wanted to kick off their bucket list, with the "best" entrants receiving 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.

Malaysia Airlines Flight 370 vanished back in March and has yet to be found, while Malaysia Airlines Flight 17 was shot down and crashed in Ukraine back in July.

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