Burger King Corp. announced that it is teaming with Sony Pictures Animation’s new film Cloudy with a Chance of Meatballs, which opens in theaters on September 18. Inspired and adapted from the bestselling children’s book, the film focuses on a town where food falls from the sky.

As part of the promotion, Burger King Corp. will support Feeding America, the film’s charitable partner, by promoting awareness of Feeding America’s childhood hunger initiatives and philanthropic empowerment in kids. Burger King Corp.’s kids’ Web site will offer kids the opportunity to become “Hunger Helpers” and rally behind the charitable organization via an online game where kids will receive virtual rewards for crown donations, information about the charity, and tips on how to support local food banks.

“As part of our ‘BK Positive Steps’ corporate responsibility mission, we recognize the importance of helping others and are excited to provide kids with a fun and engaging way to give back to their communities through our Club BK kids’ site online experience,” says Cindy Syracuse, senior director of cultural marketing for Burger King Corp. “It’s a natural way for Club BK members to put their excitement for the movie to work as their virtual donations will result in feeding hundreds of children.”

Visitors to the updated ClubBK.com can watch the official movie trailer at the new virtual Cloudy with a Chance of Meatballs–themed theatre, as well as find a link to the Cloudy with a Chance of Meatballs online “Food Catcher” game. Through game play, kids will earn codes that can be redeemed back at Club BK for crowns, which is the virtual currency for Club BK. Players can then choose to give crowns as a show of support for Feeding America and for a chance to get exclusive Feeding America–themed virtual rewards. Each time crowns are given, players earn a virtual Feeding America–themed t-shirt to display on their personal Club BK avatar as a badge of honor.

A progress meter will measure the number of crowns contributed by the community, and once the goal has been reached, all participants will receive a virtual item for their avatar’s cabin, which showcases each member’s collection of earned virtual items. In addition, as a partner to both Feeding America and Burger King Corp., Kraft Foods is supporting Hunger Action Month with a $25,000 donation to Feeding America.

Charitable Giving, News, Burger King