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Sun Devil Rewards.

Note: This is a living document. Content will be updated at the start of each semester as dates change to correspond with the academic calendar. Please check this document for updates that affect your accounts.

Purpose: Provide a comprehensive toolkit for Sun Devil Rewards, Arizona State University’s official loyalty program within the ASU Mobile App.

These assets are only permitted for use for social and email communications. These should not be repurposed in any way and should not be used to create custom signage.

For use by ASU communications and marketing personnel only — do not share externally

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Included in this toolkit

Understanding Sun Devil Rewards

Program Overview

FY26 in-app content calendar

Logos

Links

See all available ASU social media toolkits

Create your own toolkit

Have questions about this toolkit?

Yammell Kim, Outreach Hub

yammell.kim@asuep.org

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Sun Devil Rewards

Objectives and background of this program

Objective: To increase awareness of ASU’s loyalty program, Sun Devil Rewards. While Sun Devil Rewards has its own sound, look and feel, it is still in keeping with general ASU brand standards. This toolkit will provide you the tools you need to promote Sun Devil Rewards to your audiences.

Background: Sun Devil Rewards was created in 2016 and originally lived as a stand alone app. In Spring of 2022 Sun Devil Rewards was integrated into the ASU Mobile App. Users can sign up with their ASURITE or with a guest account.

Goal: To increase new sign ups and user participation

Audience: Sun Devil Rewards is for everyone and anyone who identifies as a Sun Devil

Theme(s): Loyalty, rewards, events, experiences, education, fun

Tone: Keen, euphoric, proud

Channels: Social, email, mobile application

Key stakeholders

Yammell Kim

ASU Outreach Hub, ASU Enterprise Partners

Execution team

Yammell Kim

ASU Outreach Hub, ASU Enterprise Partners

Andrew Carey

ASU Outreach Hub, ASU Enterprise Partners

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Sun Devil Rewards one-pager

To download this image, please click here.

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Understanding Sun Devil Rewards and the ASU Mobile App

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Understanding Sun Devil Rewards and the ASU Mobile App

As of 2022, Sun Devil Rewards is not its own app.

Pro tip: Try Sun Devil Rewards for yourself.

(Yes, you can earn ’Forks and redeem rewards!)

Sun Devil Rewards

A loyalty program for Sun Devils.

Located inside the ASU Mobile App.

→ sundevilrewards.asu.edu

ASU Mobile App

The official mobile app for Sun Devils.

→ m.asu.edu

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What does Sun Devil Rewards sound like?

Sun Devil Rewards is more playful than the primary ASU brand channels. The official tone is friendly and engaging.

While writing for SDR, you can lean into more casual language but always be mindful of ASU’s writing style guidelines — including guidelines around accessibility and inclusion.

Always remember that Sun Devil Rewards is a part of ASU and connected to the ASU charter.

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Writing for Sun Devil Rewards: A cheat sheet

See all guidelines for Sun Devil Rewards

’Forks, Pitchforks	Make sure your apostrophe is facing the right way. Always capitalize these terms. 🚫Don’t use “points.”
Earning vs. redeeming	Users earn Pitchforks to redeem them for rewards. 🚫Don’t use “win,” “get,” “buy” or “prizes.”
Types of Pitchforks	✅ Lifetime Pitchforks ✅ Pitchforks bank 🚫Pitchfork bank (Pitchforks is always plural.) Capital “L” and lowercase “b”
Catalog	Rewards are listed in the catalog. 🚫Don’t use “shop” or “store.”
Tug O’ War	The name of this game is always capitalized, is not hyphenated and includes the apostrophe.
Secret word	This is not a proper noun. Use sentence case. 🚫Don’t use “codes.”
Event check-ins, checking in	“Check-in” has a hyphen when used as an adjective or noun; “Check in” is a verb with two words. (This is AP style.)
“The app”	Sun Devil Rewards is not an app and should not be referred to as an app. Instead, rewrite your sentence to avoid confusing users: 🚫 New rewards are waiting for you in the app! ✅ New rewards are waiting for you in the catalog! 🚫 Stay active in the app to be eligible. ✅ Stay active in Sun Devil Rewards to be eligible.

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Program Overview

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Sun Devil Rewards

Who we are

The official loyalty program of Arizona State University
Users achieve levels by earning Pitchforks that can be redeemed for exclusive gear and experiences.
Drives affinity for the University by rewarding constituents for engaging with ASU through a personalized digital experience
Rewards program for everyone – students, alumni, faculty/staff, fans, donors and friends
Lives in the ASU Mobile App since Spring of 2022
Grown organically over 78% in the last two years

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Sun Devil Rewards

By the numbers

41,000

Active users

18,000+

Rewards redeemed

just this FY

18,000+

Fans and followers across social media platforms

Users span the U.S. with majority in AZ, CA and TX

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Users by affiliation

Alumni and current students are the majority of users.

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How to create an account

ASURITE Login

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Ways to earn ’Forks

Activities

Events

ASU News

Open Sun Devil Rewards

Play weekly games

Answer monthly survey

Enter secret word

When attending an ASU event, whether online or in person, you can check in to the event using Sun Devil Rewards and accumulate Pitchforks. Events need to be added to ASU Events in order to be imported into Sun Devil Rewards.

Limit: two times per day

Users can read ASU news articles and earn Pitchforks at the same time. This is a great way to inform our users about the wonderful things your unit and ASU as a whole are accomplishing.

Limit: 10 times per week

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Devil Levels

Sun

Devil Level 1
0 - 7,499 Pitchforks

Maroon

Devil Level 2
7,500 - 14,999 Pitchforks

Gold

Devil Level 3
15,000+ Pitchforks

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What is a secret word?

And where to use it

Secret words can be used for event incentives, social media engagement, classroom rewards and in email campaigns. They can be found on Sun Devil Rewards social platforms, emails and in push notifications.

Each secret word is 100 Pitchforks. This is not customizable
Secret words use camel casing, ex: SunDevil
Secret words can be used for your digital communications or can be used for events
Whether your event is in person or online, we provide slides that help facilitate the use of a secret word at your event

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Secret word examples

Social and ASU Mobile App push notification

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How to request a secret word

Secret words can be requested via a Wrike form that is sent to our team. We will review your request and send you a confirmation once it has been scheduled. After the secret word expires we provide a summary of total users.

Requests should be sent in two weeks prior to the start date. Requested due date is not a guaranteed due date.

To request a secret word, please click here.

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Weekly games

Customizable content

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Monthly game

Customizable content

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How to request in-app content

In-app content in Sun Devil Rewards is a great way to promote your unit’s event, program or milestone. We partner with all units across the ASU Enterprise. We like to associate the weekly content with themes. For example: Hispanic Heritage Month, Salute to Service, ASU Libraries - Labriola Center.

To partner with us please reach out toYammell.Kim@asuep.org with the following:

Purpose of the promotion
Summarize your program in 2-4 sentences
Provide 5-10 words that describe your program/theme
Provide any links that will assist us in creating the game content

Weekly game schedule

Tug O’ War - Monday at 12:00 a.m. until the following week’s Monday at 12:00 a.m.
Crosswords - Tuesday at 12:00 a.m. until the following week’s Tuesday at 12:00 a.m.
Trivia - Wednesday at 12:00 a.m. until the following week’s Wednesday at 12:00 a.m.
Sudoku - Thursday at 12:00 a.m. until the following week’s Thursday at 12:00 a.m.

Not customizable

Poll - Friday at 12:00 a.m. until the following week’s Friday at 12:00 a.m.
Survey - Every second Tuesday of the month at 12:00 a.m. until the following months second Tuesday at 12:00 a.m.

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Rewards catalog

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How to redeem a reward

Enter-to-win example

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How to supply a reward

When you supply a product, service or experience that can be added to the Sun Devil Rewards catalog, your brand, program or product is integrated into in-app content and Sun Devil Rewards communication channels, resulting in increased awareness with our highly engaged audience.

To supply a reward for the Rewards Catalog please reach out toYammell.Kim@asuep.org with the following:

Description of reward
Quantity
Image of reward (if possible)

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Email Communications

Including a secret word in your newsletters and other emails can encourage users to read, click and engage with your email, ultimately driving impressions.
Using the Sun Devil Rewards toolkit, you can customize your emails to include general content blocks and or secret words.

Examples

MonthlyNewsletters
Stand alone emails
Surveys

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Email Examples

Sun Devil Rewards Devil Download email

ASU Alumni New Grad email

ASU Thrive Survey

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FY26 in-app content calendar

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Game content calendar

We are now accepting game content requests for the FY26 calendar:

Please note that due to Sun Devil Rewards celebrating Heritage Months and other university wide events like Sun Devil Giving Day, your request will be reviewed before it is approved.
Each week is tied to a theme
You can choose to do 1 full week of content or partial week
Please email Yammell Kim with more information.

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Sun Devil Rewards logos

To download, please click here here.

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Sun Devil Rewards social and web links

Sun Devil Rewards website

https://sundevilrewards.asu.edu/

Facebook

https://www.facebook.com/sundevilrewards/

Instagram

https://www.instagram.com/sundevilrewards/?hl=en

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