Text "RISEUP" to 74499

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CLEVELAND, OH - April 17th, 2008 -The Cavaliers have partnered with Alltel Wireless to introduce a text message promotion for the 2008 NBA Playoffs. The “RISEUP” text promotion is part of Alltel’s “Rise Up and Cheer” 2008 Playoff campaign that supports the Cavaliers. This marks the first time the team has ventured into the area of digital and wireless communications in a marketing promotion.

Rise Up & Cheer Text Messaging
Fans can TEXT “RISEUP” to 74499 from their wireless device or register on Cavs.com/cheer to receive INSTANT updates on the latest news, information, special events and activities during the Cavaliers playoff run. Participants will be able to receive up to 10 text messages for each round of the playoffs, and upon registering to participate, they can opt to download a free “Rise Up & Cheer” Alltel wallpaper for their wireless device (standard text message rates apply). Weekly, Cavaliers Street Team members will be out and about randomly asking people to show their “Rise Up & Cheer” wallpaper. If the wallpaper is displayed on their wireless device, they win an Alltel “Rise Up & Cheer” T-shirt.

Rise Up & Cheer Card
Another way for fans can show their support for the team is to join in the fun of the “Rise Up & Cheer” promotion presented by Alltel Wireless. All fans need is a “Rise Up & Cheer” card, which will be distributed at all playoff games and at participating Alltel Wireless locations. They can then submit photos to Cavs.com showing how they’ve chosen to display their card, and the fans with the most creative displays will have the chance to win playoff tickets and prizes.

Companies can also participate by displaying “Rise Up & Cheer” cards at their workplace. During the playoffs a “Rise Up & Cheer Company of the Week” will be recognized. The Cavs Street Team will deliver prize packs consisting of Alltel “Rise Up & Cheer” T-shirts and an autographed Cavaliers item.

Visit Cavs.com/cheer for complete details and the official rules of the “Rise Up & Cheer” promotion.