Abstract: An indication that a user has elected to receive interactive multimedia on a device is received. An interactive multimedia is selected. The selected interactive multimedia is customized and the customized interactive multimedia is provided to the device. The customized interactive multimedia causes the customized interactive multimedia to be consumed by the user. Additionally, a donation amount can be calculated to donate to a charitable cause based on revenue generated by an advertisement provided to a user. An incentive is determined for the user based on the revenue generated by the advertisement. A determination is made of whether the user donated a portion of the incentive. Upon determining that the user donated a portion of the incentive, a loyalty credit is calculated based on the portion of the incentive. The loyalty credit is associated with a loyalty program that rewards the user for a charitable action.