noun

a trick or device intended to attract attention, publicity, or trade.

it is not so much a programme to improve services as a gimmick to gain votes

publicity device,stunt,contrivance,eye-catching novelty,scheme,trick,dodge,ploy,stratagem,loss-leader,shtick

verb

alter or augment with an extra device or feature.

it was using software that had been specially gimmicked to allow for easier surveillance