Burger King X Dragon Ball Super
The Brief
Burger King teamed up with Dragon Ball Super to bring the excitement of the iconic anime universe to Comic Con Africa, creating an opportunity to connect with passionate fans through an immersive brand experience.
The brief was to strengthen Burger King’s association with the Dragon Ball Super collaboration, drive awareness of the limited-edition meals, merchandise and kids’ toy offers, and build brand love among Comic Con audiences.
Beyond visibility, the opportunity was to turn fandom into participation — creating an experience that invited fans to step into the Dragon Ball Super world, interact with the brand and connect the excitement back to Burger King’s offerings.
The Approach
Matriarch brought the Burger King x Dragon Ball Super universe to life through an immersive, highly branded activation stand, designed to capture attention and encourage participation from every angle.
A striking yellow flame-inspired entrance created an instant hero moment, welcoming fans into a vibrant Dragon Ball Super environment. Custom-branded backdrops, character standees and atmospheric lighting brought the world to life, while creating plenty of opportunities for memorable photo moments.
At the heart of the activation were interactive experiences that transformed passive spectators into active participants. An illuminated ball pit challenged fans to find specific Dragon Balls against the clock, with collectible mini figurines up for grabs. A digital Burger King memory game added another layer of engagement, rewarding successful players with meal vouchers.
The Experience
The experience extended beyond play, connecting engagement directly to Burger King’s commercial offering. Fans could purchase limited-edition Dragon Ball Super T-shirts, each accompanied by a Burger King meal voucher, creating a tangible link between fandom, merchandise and a future restaurant visit.
The activation also extended onto the Comic Con stage, where fans in Dragon Ball-themed outfits competed in a Dragon Ball guessing challenge for Burger King meal vouchers – bringing the collaboration to an even wider audience.
Every touchpoint was designed to deliver the same result: a bold, playful brand experience that brought fans together through the worlds of anime, gaming, collectibles and Burger King.
The Impact
The Burger King x Dragon Ball Super activation created a high-energy destination for fans at Comic Con Africa, combining immersive design, interactive play and branded merchandise to deliver an experience that extended beyond traditional brand visibility.
Positioned at the entrance to Hall 5, the stand benefited from strong visibility and consistent fan traffic throughout the four-day event.
The activation report recorded an estimated 18,000 total brand engagements across the stand’s interactive experiences, including photo moments, the ball pit and the digital memory game. The Dragon Ball search challenge alone attracted an estimated 1,000 participants per day, while venue and stand branding generated an estimated 52,000 brand impressions over the four days.
Collectible toys proved particularly popular, helping drive participation in the ball pit and reinforcing the appeal of the wider collaboration.
By bringing together immersive storytelling, interactive entertainment and a direct connection to Burger King’s product and merchandise offers, Matriarch helped turn the collaboration into an experience fans could step into, play through and take home with them.
A powerful fusion of fandom, fun and brand experience, bringing Dragon Ball Super to life, the Burger King way.
