As a yellow ghost watched over Cannes, this was a big week for the entertainment biz's biggest disruptor-- you know, that thing your brand is tip-toeing around trying... virtual reality and augmented reality. Here's the skinny on what went down this week:1. Snap is slaying it -- Snap Maps, Ferris Wheel, Spectacles V. 2 may include AR + Spectacles partnership with Royal Caribbean2. YouTube loves VR -- LA Studio/original series and 360-analytics3. IKEA will be Apple’s AR launch partner4. Nokia using VR to revamp its brand5. Sony announces Spider-Man VR experience6. Ogilvy says “AR is the new QR” -- branded AR experiences are a popular, standard offering7. And more...

Snapchat's new maps feature shows you where your friends areBusiness Insider -- Alex Heath Takeaway: Augmented reality just found a practical use case that has a cool factor + high chance of catching fire. Another piece of Snap’s ambitious AR puzzle just came into focus.

Related:  CNET: Snap’s next Spectacles reportedly 'quite different' from firstMarketingDive: Royal Caribbean takes Spectacles below the wavesDigiday: Cannes Briefing: Snapchat looms large at Cannes

 YouTube’s New L.A. Studio Will Help Creators Crank Out VR VideosAdweek -- Lauren JohnsonTakeaway: LA is at the forefront of VR growth, and Google/YouTube’s investment in three branded VR series with Major League Baseball, Vogue magazine and Discovery Travel is a BFD. Related:MarketingDive: YouTube heatmaps give clearer view into VR, 360-degree video analytics iPhone's futuristic AR dream starts with IkeaCNET -- Gordon GottsegenTakeaway: A very practical and global use of AR -- IKEA says, "Augmented reality and virtual reality will be a total game-changer for retail in the same way as the internet… Only this time much faster." Known as a cellphone maker, Nokia is trying to reinvent itself through VR and digital wellnessDigiday -- Yuyu Chen Takeaway: Nokia is aligning with VR as a way to modernize and revamp the brand-- on trend with brands using VR as a marketing stunt, but on a larger scale.Related:The Verge: A new startup from Nokia employees is trying to fix VR's biggest technical problem Sony Pictures announces Spider-Man: Homecoming VR experienceVentureBeat -- Dean Takahashi Takeaway: Spider-Man suits up for world domination in VR with Sony Pictures-- superheroes are trendsetters, and coupled with Sony/Marvel, VR is a trend with staying power. “AR is the new QR:” Lessons in interactive mobileDigiday Takeaway: One of advertising’s most-trusted names-- Ogilvy--  is a huge fan of augmented reality-- they’re pushing clients to AR so much that it’s becoming a standard offering. 

And more...

VR gets closer to realityCNN MoneyDive Into Dalí Art Like Never Before In This VR MuseumVR ScoutFrom Oculus Rift to Rice Krispies, Go Inside Facebook Beach and Instagram’s Installation at CannesAdweekVirtual reality audiences stare straight ahead 75% of the timeThe RegisterDisney Pixar Is Backing Cars 3 With a Live Interactive VR Experience on Twitter and PeriscopeAdweek