ruckusAnd I use the term “tool” deliberately.

Dan Levy of Funstreet, creator of Ruckus, is doing a fine job getting the mainstream media to market his product for him.

Consider this: Dubuque, IA’s Telegraph Herald ran a story that their local game store, “Poopsie’s”, was among the top 5% of the nation’s 1500 stores selling Ruckus, outselling stores such as Toys R Us and Target. This information, and the entire meat of the article, comes directly from Dan. (source)

And guess what? Palm Beach, FL’s TCPalm ran a story saying that their local game store, “Vero Beach Books”, was among the top 5% of the nation’s 1500 stores selling Ruckus, outselling stores such as Toys R Us and Target. From Dan. (source)

How many more of these are there? One, two, three, who knows?

The thing is, Ruckus is only available at Toys R Us’ online store (and it’s out of stock) and it’s not available at Target at all. The Ruckus site doesn’t list either as locations to purchase their game, though it lists around 900 stores that do sell its product. (source)

Then we have letters to the editor:

The Franklin News Post published this lovely letter: “I often receive emails from Hardy consumers thanking me for making Ruckus, a family game I created that has been well-received. I tell them to thank The Cottage Gate, who has sold Ruckus so enthusiastically, they’ve blown away competition that includes large stores and chains throughout the U.S.” (source) How sweet.

Central Jersey: “I often receive e-mails from Princeton consumers thanking me for making Ruckus, a family game I created that has been well-received. I tell them to thank Jazams, who has sold Ruckus so enthusiastically, they’ve blown away competition that includes large stores and chains throughout the U.S.” (source)

This Week Live: “I often receive emails from Burnsville consumers thanking me for making Ruckus, a family game I created that has been well-received. I tell them to thank Air Traffic, who has sold Ruckus so enthusiastically, they’ve blown away competition that includes large stores and chains throughout the U.S.” (source)

Flattery – and ad copy disguised as a story for lazy journalists – will get you everywhere.