Bad PR: Malaysia Airlines ‘Ultimate Bucket List’ Competition


Straight from the files of What Were You Thinking? comes a “Bucket List”-themed contest from Malaysia Airlines that ranks as the second worst decision recently made by the beleaguered travel brand (the first was to retain its name in the “rebranding” campaign that started Friday with the elimination of 6,000 jobs).

As reported by Time, potential customers in Australia and New Zealand were recently invited to share their “bucket lists” (i.e., lists of things that one has not done before but wants to do before dying) for a chance to win a free ticket.

We don’t even need to tell you why this idea was one of the worst possible choices for the company.

bucket list

In addition to the offer of a free economy-class ticket, the prize also included free iPads, presumably to allow for more revealing pics like this one:

That image has a very interesting backstory, by the way.

Under the official rules of ‘My Ultimate Bucket List’ competition, which launched four days ago, contestants had to explain “What and where would you like to tick off on your bucket list?”

Sorry, rubberneckers—this marketing mishap is well on its way to the place where all terrible ideas go: the original contest link now leads to a 404 error page. If you feel like glancing at some road kill, a PDF of the competition terms and conditions can be found here.

Seriously, though: what were they thinking?