gimmick

noun gim·mick \ ˈgi-mik \

Definition of gimmick

1 a :a mechanical device for secretly and dishonestly controlling gambling apparatus

b :an ingenious or novel mechanical device :gadget

2 a :an important feature that is not immediately apparent :catch

… few readers would look for a gimmick in an advertisement featuring airline schedules, but few would fail to look for the fine print in an ad announcing New Low-Price Fares.
—Robert L. Heilbroner

b :an ingenious and usually new scheme or angle

Even in professional careers, mere competence and craftsmanship is no substitute for a gimmick.
—James Poniewozik

c :a trick or device used to attract business or attention

a marketing gimmick

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gimmicky

play \ˈgi-mi-kē\ adjective

See gimmick defined for English-language learners

See gimmick defined for kids

Examples of gimmick in a Sentence

The proposal to cut taxes was just an election gimmick to win votes.
that free magazine subscription they offer is just a sales gimmick to get you to buy their product

Recent Examples of gimmick from the Web

Loewenstine said the bottom line is P&G investors want to see sales growth again and any other announcement by the company will be seen as a gimmick to distract them.

— alexander coolidge, Cincinnati.com, "Job cuts? Sale? What will P&G do to fight off hedge fund?," 18 July 2017
My roofing company's not a gimmick and this baby's not either.

— kelly poe, AL.com, "Alabama roofing company giving away assault rifle with every roof," 4 July 2017
Voting, which runs through 4 p.m. Thursday, is marked by social-media campaigns and other gimmicks.

— tim healey, Sun-Sentinel.com, "Marlins’ Justin Bour, Yankees’ Aaron Judge join Giancarlo Stanton as Home Run Derby field is finalized," 3 July 2017
Crash Bandicoot 1, 2, and 3 rely heavily on rehashed levels that have players return, again and again, to the same gimmick or twist with only slight changes or jumps in difficulty.

— sam machkovech, Ars Technica, "Crash Bandicoot N. Sane Trilogy: As good as the uneven series will ever get," 2 July 2017
But because of an accounting gimmick, the Senate bill guts Medicaid much more drastically over the long-term than the House bill.

— james hohmann, Washington Post, "The Daily 202: Senate Republicans want to get to yes on the health care bill," 23 June 2017
Some may have written off Oakley's success as just a gimmick, a woman managing to get by in a distinctly man's setting.

— NOLA.com, "Tuneful 'Annie Get Your Gun' hits bull's eye at Tulane Summer Lyric," 21 June 2017
Each of her three desserts sang, without gimmicks or even the help of LCD Soundsystem.

— mark kurlyandchik, Detroit Free Press, "I have seen the future of fine dining, and it's in Chicago," 18 June 2017
The other enticement to woo movie patrons, especially women, was a promotional gimmick very popular during these same Great Depression years, which promised a cup or dish to anyone who purchased a movie ticket.

— philip potempa, Post-Tribune, "Pantry dishes have special movie theater connection," 16 June 2017

These example sentences are selected automatically from various online news sources to reflect current usage of the word 'gimmick.' Views expressed in the examples do not represent the opinion of Merriam-Webster or its editors. Send us feedback.