'Gimmicky' is used to describe something that attracts the attention from mainstream media, but when explored in-depth it turns out to be rather underwhelming and overhyped.
An item or product is said to be 'gimmicky' if it lacks innovation or any outstanding traits.
Todd: "Hey man, have you seen the new game that came out recently?"

Jesse: "What game..? Oh, *that* game. Meh, it looks kinda gimmicky."
by JonnyJigsaw March 15, 2016
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