I edited my brief first post to further break down your ignorance.
I read it. If a band wants to be known for a video gimmick, like playing backwards or running on treadmills, then I guess it hurts if that video can't be everywhere and spread all over the internet.
1. You mentioned Jamiroquai initially, who utilized absolutely no viral marketing during his career. His video for 'Virtual Insanity' appealed to so many because of it's innovation and creativity. Most music videos then weren't really artistic. The video for 'Virtual Insanity' brought in elements of art and innovation. Not to mention he made quality dance music. Nothing like Cobra Starship.
If creative music videos, according to you, are all gimmicks, I guess we can consider every single Spike Jonze directed video to be a load of hokey shit. Forget about those amazing Fatboy Slim videos. Those White Stripes videos were all a bunch of gimmicky malarkey. MUTEMATH's videos are beyond useless because of their gimmick value. Weezer's "Buddy Holly" video was such a waste of time. Beastie Boys shouldn't have made any videos at all. All of this, according to you.
2. As far as viral marketing goes, it's a crapshoot. Do you think the guy who made piano cat thought it would have made it's way around the net like it did? Do you think that the guy who did the History of Dance video would have imagined it would have had so many hits on Youtube? No. This is where you're an idiot. You can't ask for "viral marketing" when uploading a video to youtube. If people like it, it will catch on. OK Go made a video, that happened to be extremely creative, and uploaded it to the internet. That is all they did. People liked it. It spread via word of mouth. That is not a gimmick, that is just the power of the internet.
I'm glad that the world doesn't define gimmick the way that you do. Anything creative would automatically be a gimmick.
Creativity =/= gimmick