Augmented reality: playful and sensory experiences of brands for the consumer's bodily engagement with content

In line with media and sociocultural transformations, advertising undergoes reconfigurations in order to keep up with the public's new consumption habits and draw the consumer's attention, in a scenario permeated by the multiplicity of platforms and the large number of messages. Given this situation, branded content emerges, which mixes content with entertainment to insert the brand into the audience's daily lives. With the new forms of content, augmented reality actions emerge to offer playful and sensory experiences to consumers. The work presents partial results of the thesis (CASTRO ALVES, 2022) that investigated 50 virtual and augmented reality actions in advertising to propose classifications for the experiences.