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Arguably one of the most successful non-ads of last year, McCann and UM’s opportunity for a small group of schoolchildren to take a virtual bus ride on the Martian surface cleaned up at awards shows throughout 2016. And Lockheed Martin got a ton of free press for the effort, which went on a roadshow after its initial Washington, D.C., ride—ending up being highlighted for its groundbreaking use of VR at the 2016 Samsung Developers Conference.