I think every school in the United States has this "Book It" program where kids can read their heart out. I believe this is only for kindergartners as the my daughter does not have this activity.
Ms. Burrito reads with him and encourage him when he doesn't feel like reading a book. So far, we are doing good and he can read a lot of words already.
They were given a mini booklet called the "Passport to Reading" by Pizza Hut when we first redeemed the pizza. Every time a student redeem one, they also get a sticker to put in the booklet. If they complete all the sticker slots through out the school year, the whole class will have a pizza party for free. We failed to redeemed the second pizza last month but we are still reading everyday. For us, it's not about the pizza, it's about practicing and learning how to read. I am glad that Pizza sponsored this program though because it encourages kids to read.