I was just watching Disney channel (yeah - that's right - the disney channel!)
and they've been taking radio disney and club penguin vans around doing events. They just announced an in world charity contest. Kids play games in Club Penquin and earn coins. They can donate coins to one of three charities. There's a pool of a million dollars - Disney will split up the money in the proportions the players donate their coins.
Cool way for Disney to get started with their connection to Club Penguin. And a great way to introduce kids to philanthropy.