Margaret Coward from Newfoundland was one of the lucky chosen few who rolled up a $100 Tim Card. (For non-Canadians: It's like winning the lottery, but somehow even more fulfilling.)
So naturally she posted her excitement and the winning cup to Facebook (the post was later deleted, and for good reason, but we'll get there).
When Coward attempted to redeem her winnings with the PIN number on the cup, Tim Hortons told her someone had already claimed it. Apparently one of her 900 Facebook friends took the PIN number from her photo, and went online to redeem it for themselves.