gimmick

テイラーのパフォーマンスの演出がとても良かったです。

Taylor Swift dominates Billboard Music Awards

Another day, another domination for Taylor Swift: She was the red hot winner at the Billboard Music Awards.

Swift won eight awards, including top artist and top Billboard 200 album for "Red." She told the crowd: "You are the longest and best relationship I ever had."

Justin Bieber had three wins. When accepting the milestone award, he alluded to the tumultuous weeks he's had in the public eye. He told the crowd, "I'm 19 years old I think I'm doing a pretty good job ... This is not gimmick."
http://www.cbsnews.com/8301-207_162-57585234/taylor-swift-dominates-billboard-music-awards/

gimmickは「（手品・製品などの）巧妙な新案装置[仕掛け]」の他に「（計画達成・宣伝のための）策略、新機軸；企画、工夫」という意味も持ちます。（『ジーニアス英和辞典　第4版』大修館）
LDOCEにも"a trick or something unusual that you do to make people notice someone or something - used to show disapproval "と載っています。

やはりアメリカの授賞式は見ていて盛り上がります。
このところ散々なジャスティンですが、受賞できて良かったですね。（ブーイングが少し可哀そうでしたが…。）(Hatahata)

cf. http://d.hatena.ne.jp/A30/20130408/1365430497
http://d.hatena.ne.jp/A30/20101007/1286404406