GIMMICK

1. all successful missions have a gimmick that makes them different. The gimmick is there for impact mainly. But a gimmick can also be to obscure. (FO 2936)

an ingenious or novel device or scheme designed to attract attention or increase appeal. —9th ACC Volume 1 Approved Glossary

an ingenious or novel device or scheme designed to attract attention or increase appeal. (colloquial) anything that tricks or mystifies; deceptive or secret device.