PR gimmicks are a useful device to catch attention in an era of blink-and-it’s-gone attention spans, says Gambit’s Alexandra Richards.
Look up the term ‘gimmick’ in the dictionary, and you’ll see it’s a ‘trick,’ a mean ‘scheme,’ something entirely unserious and lazy. But in marcomms, it’s as much a concrete stratagem as a useful device to catch attention – a rare commodity in an era of blink-and-it’s-gone attention spans.
Earlier this year, Spotify released a ‘Song Psychic’ feature that allows you to ask the app life-related questions and get the answer in the form of a song title. Example: ‘What s
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