Less is more. Very unique and very strong will stand out more then random names or clubs. You want things that you are involved in for 2-4 years. The longer the better. Sure put down a club or two you tried out etc.
Colleges want all sorts of kids. They like ones that are active on their campus. From your essays to your Ecs they get a picture of what type of student you will be on their campus. You are painting a picture for them to see.