Branded virtual reality experiences can inspire and entertain in a way traditional ads cannot. As we welcome the coming of spring, let’s take a look back at some of the best branded VR activations from this past winter. Whether it’s stepping into the world of film and TV or celebrating peace, these activations represent VR marketing at its best.

Fox—24 Legacy: The Raid

In this six-minute VR prequel set nine months before the new series, viewers are transported to Yemen in the midst of an action-packed raid led by lieutenant Eric Carter (Corey Hawkins) against the compound of terrorist leader Ibrahim Bin-Khalid. The VR adventure was developed by Here By Dragons through a collaboration with Fox, 24: Legacy‘s executive producer Howard Gordon and Samsung.

“This is an exciting moment for us all in VR—not merely because of the fidelity and craft that went into this project—but bringing together some of the most prolific talents in TV and film into a new medium,” Patrick Milling Smith, Here Be Dragons co-founder and president, told [a]listdaily.

Sony Pictures—Resident Evil The Final Chapter: The Killing Floor

Based on Capcom’s bestselling game franchise, the new film hit theaters January 27 in tandem with Capcom’s Resident Evil 7 across gaming platforms on January 24. Sony Pictures enlisted the help of in-house production company Mr. X to create a 360-degree experience on the bloody “Killing Floor” of The Hive, a location from the film. The story plays out like a FPS video game, in which the viewer, free to look wherever they like, comes face-to-face with the undead.

“We had most of the assets already created for the film, so this project became an opportunity for us to dream up our own story that used them in a way that nobody had ever seen before,” Aaron Weintraub, senior visual effects supervisor and director of the VR experience, told [a]listdaily. “Being entirely virtual gave us the ability to really plan it out and do whatever we wanted, as well as tweak any aspect at any point without being locked into something that we photographed. Furthermore, we could focus on the animation and overall look without devoting too much time to the less creative aspects of live-action VR production like stitching plates and painting out artifacts.”

Digital Domain: #PeaceIsLoud Nobel Peace Prize Concert

After the Nobel Peace Prize was awarded to Colombian President Juan Manuel Santos, the world had plenty to celebrate. The ensuing concert, created by Digital Domain and hosted by late night talk show host Conan O’Brien, featured performances by Sting, Highasakite, Halsey, Icona Pop and others. It was also livestreamed in VR, which marks the first event in a multi-year partnership between Digital Domain, the Nobel Peace Prize Concert producers Gyro AS and Warner Bros. ITVP Norge AS and the Telenor Group.

Digital Domain COO Amit Chopra told [a]listdaily: “The Nobel Peace Prize Concert is a prestigious event with a meaningful goal, and we’re proud to use our advanced technology to help share its message of peace with a passionate and increasingly connected global audience.”

Clorox: Purely Peru

Moved by the lack of clean water in rural Peru, Clorox teamed up with HuffPost’s RYOT and AOL to explain waterborne illnesses and how Clorox’s Safe Water Project provides materials to kill bacteria and viruses. RYOT worked with parent company Verizon Wireless to integrate a click-to-donate button for viewers who want to make a donation to the Safe Water Project after watching the film.

GE: The Possible

The Possible—a five-part series about science—was created, scripted and produced by Within and assisted by Here Be Dragons. The first episode features a visit of the Boston Dynamics lab, a robotics company best known for its robotic dogs. The series is being distributed through the Within app, which is available for mobile phones, HTC Vive, Oculus Rift, Gear VR and PSVR. Episodes can also be watched as 360-degree videos on Within’s website.

Hello robot

By 2020, over a billion people worldwide will regularly access AR and VR content, according to predictions by research firm IDC.

In an attempt to reach this growing demographic, IDC predicts that 30 percent of consumer-facing companies in the Forbes Global 2000 will experiment with AR and VR as part of their marketing efforts in 2017.