Burger King's BK Crown Program's promotion with the Wildlife Conservation Society (WCS), launched at the end of January, has led to a new name for a male, black-footed penguin at the New York Aquarium in Coney Island, Brooklyn.

Through the partnership, children were encouraged to submit names for the penguin through March 4. The top names were then voted on by children at BKCrown.com.

At a naming ceremony held earlier this week, the penguin received his new name: Scooter.

Additionally, the BK Crown Program has established a fund to help support charities involved with improving education and protecting the environment and wildlife. Since the program launched in November, WCS has received more than 50 percent of all fan vote support.

"Our partnership with Burger King Corp. has helped us to educate young Americans about the importance of saving wildlife and wild places, while providing direct support for our conservation programs." said Bertina Ceccarelli, executive vice president, Global Resources, Wildlife Conservation Society.

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