The Oxford Thesaurus An A-Z Dictionary of Synonyms - gimmick n.

1) device, strategy, stratagem, ploy, trick, ruse, wile, subterfuge, manoeuvre, artifice, deception, trap, snare, US hook, Colloq dodge: We need some sort of gimmick to attract buyers. 2) device, contrivance, gadget, invention, Colloq contraption, widget, thingumbob or thingumabob or thingamabob, thingumajig or thingamajig or thingummy, whatchamacallit, what's-its-name, Brit doodah, US doohickey, doodad, hickey, whosis, whatsis, dingus, Rube Goldberg (invention) , Chiefly US and Canadian gismo or gizmo: He uses some kind of gimmick to break into cars.