gimmick ( gimmicks plural ) A gimmick is an unusual and unnecessary feature or action whose purpose is to attract attention or publicity. n-count
It is just a public relations gimmick..., The exhibition is informative, up to date, and mercifully free of gimmicks.
Translation English Cobuild Collins Dictionary
contrivance, device, dodge, gadget, gambit, gizmo (slang, chiefly U.S.) ploy, scheme, stratagem, stunt, trick
English Collins Dictionary - English synonyms & Thesaurus
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