Why Are Big Brands Like Amex and Heineken Letting Guests Create Their Own Event Content?

Walk the grounds at the 2026 US Open and you could write a postcard, snap a magazine cover, or tell a comedian about your favorite match moment. Plenty of brands wanted fans to make something while they were there.

Event Marketer's rolling coverage of the tournament tracked 22 brands, and a surprising number of them built their activations around guests adding something of their own. We think that's worth a closer look, because it's the same idea behind a video booth at a corporate event, without the stadium budget.

The Short Answer

A story a guest tells in their own words feels more real than a logo on a tote bag, and the brand walks away with something worth keeping. That's our read of the trend. The coverage itself doesn't make that claim.

What did brands actually do at the 2026 US Open?

American Express set up a Postcard Station where cardmembers could write free handwritten postcards to keep as souvenirs. Heineken 0.0 asked fans to submit a photo of a ticket stub they'd saved from a Serena Williams match, along with the memory behind it. The most passionate submissions won trips to the stadium and VIP access to the Heineken Suite.

Chase let fans pose for a US Open Magazine photo op and get a personalized digital cover. Dove had comedian Carly Aquilino interview fans about their top moments. IBM ran an AI photo booth that turned participants into iconic personalities.

Merch didn't disappear. TikTok, for one, gave customized merch to fans who finished its passport challenges. But a lot of the activity gave guests something to do or say, with the keepsake coming out of it.

Why does guest-made content work so well?

A logo on a bag asks nothing of anyone. A postcard, a photo with a memory attached, or a few minutes in front of a camera asks the guest to put a little of themselves into the moment, and people tend to remember what they helped make.

The brand benefits too. Instead of polished messaging, you end up with real voices: testimonials, event highlights, and clips your team can use for social and case studies.

Want to see how this works at a conference or company party? Here's how Voast's corporate booth works.

How can you do this without a US Open budget?

A Voast interview booth is a tripod-mounted screen that ships to your event. Setup takes under 5 minutes with nothing more than a regular power outlet, and no attendant is needed. You can add your own branding and images to the on-screen experience.

Guests step up to the screen, read a question you chose, and answer on camera. They can preview their clip and re-record before it's saved, and responses are available in real time.

New for 2026, guests can give consent before recording through customizable terms and a publicity waiver, so your team spends less time on paperwork. You can upload your own media release forms and terms, and they come with the Best for Branded Experiences package.

The same setup works for tradeshows, networking events, focus groups, product feedback, company milestones, retirements, and team parties. After one event, Louis from Accenture said, "Voast was as simple to set up, use and return as advertised, and it produced a great collection of intimate stories."

What should you ask guests on camera?

The question does most of the work. A few prompts that tend to pull out real answers:

• What's the one idea from today you're taking back to your team?

• What problem did you come here hoping to solve?

• What moment from this past year are you proudest of?

• What would you tell someone attending next year?

• Who here has made your work better, and how?

FAQ

How long does setup take?

Under 5 minutes. The booth ships to you, and you send it back when the event is over.

What do I get after the event?

All of the footage you record is included in your rental, with no limit on the number of clips.

Do guests need to sign a release?

You can collect consent before recording through customizable terms and a publicity waiver. Media release forms are included in the Best for Branded Experiences package.

Do I get an edited video?

An edited highlight is available as the Pro Edit, which is an add-on. You work directly with a senior Voast editor who can apply your branding and meet your campaign goals.

What events does it work for?

Tradeshows, networking events, focus groups, product feedback sessions, milestones, retirements, and team events.

What does it cost?

Pricing depends on the package. Ready to Go can be booked instantly, Best for Branded Experiences is a custom quote, and larger or custom activations start with a conversation.

Ready to hand your guests the camera?

Check availability for your date and see how it fits your next event, or BOOK NOW.