{"id":44361,"date":"2025-04-30T19:37:17","date_gmt":"2025-04-30T22:37:17","guid":{"rendered":"https:\/\/www.senna.com\/?p=44361"},"modified":"2026-02-20T20:31:51","modified_gmt":"2026-02-20T23:31:51","slug":"ayrton-senna-e-tema-de-painel-no-web-summit-rio-2025","status":"publish","type":"post","link":"https:\/\/www.senna.com\/en\/portugues-ayrton-senna-e-tema-de-painel-no-web-summit-rio-2025\/","title":{"rendered":"(Portugu\u00eas) Ayrton Senna \u00e9 tema de painel no Web Summit Rio 2025"},"content":{"rendered":"<p class=\"has-medium-font-size\">Senna Brand took the stage at <a href=\"https:\/\/rio.websummit.com\/pt-br\/sessions\/rio25\/8233810d-b1ad-4285-b406-92895f12e826\/senna-xr-how-creative-tech-contributed-to-the-legacy-of-a-sporting-icon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Web Summit Rio 2025<\/a> alongside Eletrom\u00eddia for a special panel on how creative technology has played a key role in keeping the legacy of Ayrton Senna \u2014 Brazil\u2019s greatest sports icon \u2014 alive. Held on Monday (April 28) at Riocentro, the session brought together industry experts to discuss how immersive and innovative experiences are preserving stories that continue to inspire new generations.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Titled <strong>\u201cSenna XR: how creative tech contributed to the legacy of a sporting icon\u201d<\/strong>, the panel featured <strong>Ana Sim\u00f5es, Executive Marketing Director at Senna Brands<\/strong> \u2014 the company managing the Senna and Senninha brands \u2014 and <strong>Giovanni Rivetti, CEO of Context Creative Tech<\/strong>. The discussion spotlighted the use of mobile augmented reality, AI-powered OOH screens, and gamified storytelling as impactful tools to engage fans and connect new audiences to Ayrton Senna\u2019s legacy.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">From November 1\u20133, 2024, digital kiosks were strategically placed around the Interlagos Circuit, allowing fans to virtually \u201cwear\u201d a special-edition Ayrton Senna helmet. Sponsored by Heineken, the activation drew a 62% interaction rate and a 51.2% average conversion rate, showing strong engagement and emotional connection from fans.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><em>\u201cThese immersive experiences help convey the emotion and values embodied by Ayrton Senna and expressed through the brand \u2014 even to people who never saw him race,\u201d<\/em> said Ana Sim\u00f5es during the panel. \u201cSenna Brand\u2019s presence at Web Summit Rio 2025 reaffirms our ongoing commitment to embracing new technologies that carry forward Ayrton Senna\u2019s values and continue to inspire people around the world,\u201d she added.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto-1024x576.jpg\" alt=\"\" class=\"wp-image-44363\" srcset=\"https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto-1024x576.jpg 1024w, https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto-300x169.jpg 300w, https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto-768x432.jpg 768w, https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto-18x10.jpg 18w, https:\/\/www.senna.com\/wp-content\/uploads\/2025\/04\/web-summit_25_texto.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>","protected":false},"excerpt":{"rendered":"<p class=\"qtranxs-available-languages-message qtranxs-available-languages-message-en\">Sorry, this entry is only available in <a href=\"https:\/\/www.senna.com\/pt\/wp-json\/wp\/v2\/posts\/44361\" class=\"qtranxs-available-language-link qtranxs-available-language-link-pt\" title=\"Portugu\u00eas\">Portugu\u00eas<\/a>.<\/p>","protected":false},"author":4,"featured_media":44362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[319,321,320],"class_list":["post-44361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-30-anos-de-legado","tag-eletromidia","tag-tecnologia","tag-web-summit"],"_links":{"self":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts\/44361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/comments?post=44361"}],"version-history":[{"count":0,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts\/44361\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/media\/44362"}],"wp:attachment":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/media?parent=44361"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/categories?post=44361"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/tags?post=44361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}