5. Malaysia Airlines: What’s your death wish?
Despite the the twin tragedies of MH17 and MH370 in which major travel operator Malaysia Airlines (MAS) was involved, the company went ahead with a competition on social media that left a bad taste in the mouth of more than its fair share of recipients. People in Australia and New Zealand were invited to explain “What and where would you like to tick off on your bucket list?” in exchange for free economy-class tickets and free iPads.
However, the brand didn’t do its homework to know that bucket list can be interpreted to mean things to try and achieve before you do, a message clearly lost in translation. The landing page hosting the competition on the MAS website was taken down due to public outcry, meanwhile the reverberations continued on social media channels.
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