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July 16, 2010
To help Cleveland Cavaliers fans cope with the loss of two-time NBA Most Valuable Player LeBron James to the Miami Heat, two CIA graduates launch BreakupwithLeBron.com
Within 48 hours of its launch, a site’s gone viral: It’s received over 10,000 site hits, gained over 500 fans on Facebook, and had its Twitter hashtag mentioned or retweeted over 100 times. The founders have been featured on television, newspapers, websites, and radio stations in Cleveland and around the country. And best of all, the project has earned donations for charity.
So what’s all the fuss about? To help Cleveland Cavaliers fans cope with the loss of two-time NBA Most Valuable Player LeBron James to the Miami Heat, Cleveland Institute of Art graduates Chris Jungjohann ’05 (Photography) and Tim Zeller ’05 (Communication Design) teamed up with interactive marketing specialist Andrew De Crane and video producer Beau Miller to launch the website BreakupwithLeBron.com on July 14.
“As with any break-up, you go through five stages of emotion including denial, anger, bargaining, depression and, lastly, acceptance,” said Jungjohann. “We think this will help the residents of Northeast Ohio get to the acceptance part a little bit faster and hopefully prevent more ‘LeBronfires.’ All the while doing something positive in the process.”
BreakupwithLeBron.com calls for all Cleveland Cavaliers fans to come together to collectively say “It’s Not Us, It’s You” by donating old LeBron gear at drop boxes at all Yours Truly Restaurants. The gear will be boxed up and sent to homeless shelters in Miami, Florida.
In exchange for donations, fans will receive an official BreakupwithLeBron.com “It’s Not Us, It’s You” t-shirt while supplies last. “If you don’t have any LeBron gear, you can purchase our one-of-a-kind t-shirts from the website,” Jungjohann added. “All of the proceeds from the t-shirt sales will be donated to the City Mission of Cleveland.” The project has already sold more than 50 t-shirts and gathered more than 75 donations at Yours Truly locations.
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