gimmick

"I pitched this idea to Dianne to have a moment of darkness instead of something that was a gimmick," McCausland said.

It's not a gimmick or a schtick, this is a fully-fledged game of football, at Cliftonhill on Saturday at three o'clock, with all the bells and whistles and with three points on the line.

PFL turns to boxing's blueprint – gimmick or genius?

Music business journalist Eamonn Forde called it a "marketing gimmick".

Sure, the Hanks, Wright and Zemeckis trio supplies the gimmick of a “Forrest Gump” reunion, but why do we have to de-age Hanks when there are his real-life sons Colin and Truman at home?