When The Princeton Review created a quirky new ranking to highlight the driest campuses around the country, BYU wasn't sure what to do with its new "Most Stone Cold Sober" title. When the president of the board of trustees championed the stone cold sober ranking as a commendation to the alternative campus culture, a tradition was born. For the last decade, BYU has embraced and touted the ranking with a unique photo, usually involving the students' love for the school's brand of chocolate milk.
From the Judges' Report
Sometimes being 100% true to your identity is the best thing you can be. This integrated campaign was authentic to Brigham Young University's identity and mixed real life with social media. The research and engagement worked for the students and they didn't leave much on the table. They also did a great job of earning national exposure.
