Collins COBUILD Advanced Learner's English Dictionary - gimmickry

If you describe features or actions as gimmickry, you mean they are not necessary or useful, and their only purpose is to attract attention or publicity. Privatisation and gimmickry are not the answer to improving Britain’s rail service. N-UNCOUNT c darkgreen]disapproval GIMMICKY If you describe something as gimmicky, you think it has features which are not necessary or useful, and whose only purpose is to attract attention or publicity. (INFORMAL) The campaign was gimmicky, but it had a serious side to it. ADJ c darkgreen]disapproval