Burger King Lends A Hand

Burger King of Miami, FL, deepened its tie-in program with Nickelodeon by signing on as sponsor for The Big Help, the network's ongoing campaign to encourage volunteerism among children.

In a first for the fast food chain, BK restaurants will host year-round events for the program, with special emphasis on Nick's annual Big Help-A-Thon. Last year, kids called in to register their town for a park clean-up. Calls came from 95 percent of Nick's viewing area.

BK will run on-air promos, in-store merchandising, and a Big Help section in its 60 million-circulation Burger King Kids Club newsletter. Alcone Marketing, Irvine, CA, handles BK Kids Club. Nickelodeon handles promotion in-house.