Marketing 'gimmicks' can be pretty effective if done properly. You obviously want to be careful to not go completely overboard, but if crafted carefully, they can draw tons of attention to your business.
Heck, look at Tiger Time Lawn Care!?! No offense Lee, but chicks mowing grass in bikinis is a complete gimmick.
Another example is the largest manufacturer of industrial sized fans. These are some HUUUUGGGGEEEE fans. So they decided to name their company 'Big *** Fans
'. And that's exactly what they are. They even got William the Refrigerator Perry to be a spokesman for them. Total gimmick all around, but a very successful one too!