Аннотация: The article systematizes and analyzes digital audience engagement mechanics as a key element of brand promotion strategy in the digital communication environment. The theoretical essence of the engagement concept is examined, along with digital engagement tools unrelated to user-generated content and influencer marketing: gamification, interactive digital campaigns, social media, interactive platforms and mini-apps, and the complex of digital brand communications. The influence of each tool on brand awareness, audience engagement, loyalty formation, and digital brand image is studied. Based on a comparative analysis of academic literature and documented brand cases (Starbucks Rewards, Nike+), research questions regarding the mechanisms of engagement tool impact on brand metrics are formulated. Typical errors, risks and limitations of digital mechanics application are identified and practical recommendations are proposed.