When Apple released Vision Pro, it was pitched not just as a headset but as a new computing platform where digital and physical spaces merge seamlessly. While much of the initial buzz focused on entertainment and productivity, marketers have been quick to see the potential for spatial advertising. Early campaigns from brands such as Marriott and Porsche show how immersive activations could reshape customer engagement.
Why Vision Pro is different
Traditional ads on mobile or desktop are confined to flat screens. Vision Pro’s spatial environment allows brands to create three dimensional experiences that blend with a user’s surroundings. Instead of simply watching an ad, audiences can step into it, interact with elements and explore products from every angle. For marketers, this opens up a new level of storytelling.
The hardware offers ultra high resolution visuals, precise hand and eye tracking, and seamless integration of digital content into real world views. This means ads can become experiences where curiosity and exploration replace passive viewing.
Marriott’s immersive travel previews
Marriott was one of the first global brands to experiment with Vision Pro activations. Its campaign invited users to step into a virtual suite of a luxury hotel, walk around and interact with amenities as if they were physically there. Guests could look out from a balcony, open doors to explore meeting spaces and even preview personalised upgrades.
For Marriott, the aim was to shorten the decision making process for high value customers. Instead of browsing static images, potential guests could experience the feeling of being in the property, which encouraged stronger intent and faster bookings.
Porsche’s interactive product showcase
Porsche’s approach focused on its latest electric vehicle. Users could view the car in their own living room, rotate it in three dimensions and open doors or examine interiors through subtle hand gestures. Vision Pro allowed Porsche to showcase complex features without relying on showroom visits.
Customers could even customise colours and wheel designs in real time, watching their choices come to life instantly. For a premium brand, this level of immersion builds excitement while reinforcing innovation and attention to detail.
Benefits for marketers
These early experiments show several clear advantages for marketers:
- Deeper engagement
Audiences are not just watching. They are interacting, exploring and spending more time with the brand. - Better product understanding
Spatial experiences let customers see details, scale and functionality that are difficult to communicate through static images or video. - Stronger emotional connection
Being inside an experience makes it more memorable, which helps build brand affinity. - New data insights
Tracking how users move, look and interact provides valuable information on preferences and interests.
Practical considerations
While Vision Pro is still in its early days and adoption is limited, brands experimenting now gain a first mover advantage. However, creating spatial content is more complex than producing a standard video. Marketers need to work closely with 3D designers and developers to ensure experiences are both on brand and easy to navigate.
Budget and audience size should also be considered. Early campaigns are best suited to high value segments where a single conversion justifies the investment, such as luxury travel, automotive or B2B enterprise solutions.
A glimpse of the future
Marriott and Porsche have shown that spatial advertising is not science fiction. It is already being used to create compelling experiences that go far beyond traditional ads. As hardware becomes more accessible and platforms mature, expect more brands to explore this new medium.
For marketers willing to experiment, Vision Pro offers a chance to reimagine how products and services are presented. Rather than telling customers about a brand, you can now invite them to step inside it.
