gimmick

1a :  a mechanical device for secretly and dishonestly controlling gambling apparatusb :  an ingenious or novel mechanical device :  gadget

2a :  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. Heilbronerb :  an ingenious and usually new scheme or angle Even in professional careers, mere competence and craftsmanship is no substitute for a gimmick. — James Poniewozikc :  a trick or device used to attract business or attention a marketing gimmick