Each year, brand marketers travel from far and wide to South by Southwest (SWSW) in Austin, Texas, to showcase immersive activations for the week-long festival’s thousands of attendees. AdWeek, the advertising trade publication, compiled a list of the most brand activations, which included a VR experience from Warner Bros., HTC Vive, and Giant Spoon, a marketing strategy agency.

The VR activation was for the newly released Steven Speilberg movie, Ready Player One, which is based on Ernest Cline’s bestseller of the same name. The film is set in 2045, and people have found salvation in the OASIS, an expansive virtual reality universe. The marketing activation took attendees inside the world of Ready Player One.

For the complete, read the full article on AdWeek.