Who remembers the how-many people-can-you-cram-into-the phone booth prank? It was one of several college fads of the day 50 years ago, goofy things kids did to get their names and faces in the newspaper. Pretty harmless compared to some of the stunts today, eh?
Because Rick's fraternity seems to be getting no publicity and, hence, few people showing up to their dances and other social efforts, the boys are desperate to get some publicity for their group. Even though it is "old news," they try the phone booth bit down at the local Malt Shop hangout, but need the fire department to rescue them.
The stunt Wally finally comes up with is to take a canoe to the top of a local mountain. There is no water there to row a canoe, but that's the idea - doing something that makes no sense so it might be different enough to make news. Wally, by the way, supervises, doing no work. He only likes to eat.
What happens on the trip and the ironic ending make up the rest of the episode, which was just "fair." It really didn't deserve a spot in this excellent "The Best Of The Adventures Of Ozzie & Harriet" DVD.