You could call them, but I can almost guarantee you'll hear some variation of this on the other end,

"we reserve the right to replace / exchange any item with a similar item of equal, or greater value. In all likelihood, we simply ran out of the lighter you won and swapped it for that one."

This also means they don't have to swap the one they gave you for one you might rather have. In most cases, though, the customer comes out better in these deals. You sure did.