Azusa Pacific University in California first used the #iHeartAPU hashtag in 2011 to hype up orientation, where students get T-shirts with the phrase.
Incoming, current and prospective students and alumni were using #iHeartAPU year-round, so a new hashtag—#APUBound—was introduced in 2013. That one is now used to interact with students in the months leading up to orientation.
APU also promotes a countdown clock that gives incoming students a fun way to share the number of days, hours, minutes and seconds until they’re on campus. Spokesperson Allison Oster says #iHeartAPU is now spotted more frequently on Twitter than the @AzusaPacific handle.