Malaysia Airlines has provoked a storm of controversy by asking customers to list the things they would most like to do before they die.

The airline, which lost two planes this year in disasters that claimed 537 lives, committed the marketing gaffe when it launched a "My Ultimate Bucket List" campaign on Monday.

Marketing gaffe: Malaysia Airlines has rebranded its bucket-list competition. Credit:Reuters

But with the world still reeling from the twin catastrophes of the MH370 and MH17 crashes, social media users swiftly began mocking the marketing ploy.

The campaign called on Australian and New Zealand residents to write their own bucket list and enter it into a competition to win flights to Malaysia and iPads.