As a Christmas promotion, Finnish long-distance bus operator Matkahuolto let passengers exchange gingerbread cookies for a one-way ticket, provided that the cookie was decorated to depict the origin and destination and completely edible.
The promotion gained a lot of interest and passengers tweeted photos of their baked goodies with the hashtag #piparilippu, which roughly translates to “cookie-ticket.”
The promotion quickly sold out. Even after increasing its allocation of promotion tickets from 500 to 1,000, Matkahuolto eventually had to turn away passengers with gingerbread cookies because they ran out of free tickets.
Passengers who were turned away tweeted their disappointment with the hashtag #piparigate.