The Best Rivalry Campaign was designed for a Competition held by USA Today to find America's top High School Rivalry. This vote-based competition brought together High School Rivalries from all over the country. Each State had 7 rilvaries, which competed at the state level in the preliminary round.
St. Johnsbury Academy and Lyndon Institute won Best Rilvary in the State of Vermont launching them into the Regional Round competing against other New England Schools. The digital and print campaign was designed to encourage students, faculty, staff and alumni from all over the world to come together in this voting competition.
Social Media played a crucial role in the spread of communication regarding this competition. Each image was designed to get everyone "pumped up." This included facebook image posts, which were also used as posters around town and school, as were as custom profile and cover photos, for each round.
In the end The St. Johnsbury Academy won as Best Rivalry in the North Region, sending them into the finals, where they placed third.
According to USA Today, the St. Johnsbury Academy-Lyndon Institute Rilvary is ranked third in the country.