The jackpot was huge in France this winter. So to get everyone excited and try and drum up enough footage to create an interesting case study. BETC used a street team to hand out some lucky gloves--ones that have had their index and middle finger sewn together, as if their fingers were crossed.
Despite the increase in Facebook fans and the near revolution this execution caused, like most things lottery, we only care if we win.
That reminds me. I won six bucks on a scratch off ticket last night. Oddly enough, my fingers weren't crossed when it happened.