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从百米地铁空间到三城核心大屏，舍得自在的“酒桌弹幕”为何能持续刷屏？_我的网站

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一 | Aamir Khan recently remembered late actor Dharmendra and called him underrated, despite his mastery over different genres. Speaking at the International Film Festival of India, the actor said, "Well, I've grown up watching him. He was known as the action hero and the He-man. And of course, he was extremely good in portraying these strong characters in action films. But I don't know whether people have really noticed, I think he's underrated." Khan continued, "His performances in romance or different genres are so great. He's done so well in comedy. My God, he's done amazing comedy, romance, and dramas. According to me, Dharamji was right up there... And what a handsome person." The actor also expressed his regret over not being able to attend Dharmendra's prayer meet which took place on November 27. For the uninitiated, Aamir Khan never shared the screen with Dharmendra, but he appeared as a child actor in the film Yaadon Ki Baarat, which starred Dharmendra, Vijay Arora, Tariq Khan and Zeenat Aman among others. Khan also produced Sunny Deol's yet-unreleased film Lahore 1947. The actor revealed that they had the chance to show Dharmendra the film. "In fact, 'Lahore', the film we've made with Sunny. I had the good fortune of showing him the film, so he's seen the film. It's not released yet, of course, but I was so glad, because this was one of his favourite scripts. So, I'm so glad he got to see the film." The Lagaan actor further called Dharmendra a great actor and a gentle giant and continued, "Dharamji was not only a fine actor, but he was a great human being. He was so gentle. He was like a gentle giant, and he was very loving no matter who he would meet... He was a great actor, and it's a great loss for all of us. He's really an institution. He had such a command over his language. Unki zubaan itni saaf thi... It was so soft that it was amazing to hear him, even in live events when he would speak... I remember, I was there at the book launch for Yusuf Saab , and there he spoke. He spoke with such dignity. Really, it's a big loss for all of us. I'm fortunate I got to spend some time with him." The legendary actor Dharmendra passed away at the age of 89. Also Read: PHOTOS: Amitabh Bachchan, Aamir Khan, Sanjay Dutt and More Attend Dharmendra’s Last Rites。　　8月21日至27日，成都、天津、济南三座城市的核心户外大屏，滚动起一屏接一屏的“酒桌弹幕”：“酒桌上我最讨厌的菜叫看人下菜”“每次我说‘我干了’ 心里想的都是‘我不干了’”……没有明星的精修大片，也不是品牌slogan的轮番轰炸，大屏上只有一条条来自网友投稿的真实“酒桌弹幕”。从百米地铁空间到三城核心大屏，舍得自在的“酒桌弹幕”为何能持续刷屏？　　这是继“十万个酒桌真心话”百米地铁广告之后，舍得酒业旗下29度微醺老酒“舍得自在”围绕“如果酒桌有弹幕”全年主题的又一次创意落地。从地铁广告的“替消费者说”到户外大屏的“让消费者自己说”，舍得自在正把大众未曾说出口的酒桌真心话，变成可被看见和讨论的公共情绪，并以此为载体，让“今天喝个自在”的品牌主张变成可感知的消费共鸣。　　消费者成为“主角” 　　舍得自在把“酒桌真心话”搬上城市大屏　　中国式酒桌上，“嘴上这么说，心里那么想”是心照不宣的情绪暗线。基于这一洞察，舍得自在以“如果酒桌有弹幕”为创意切口，将未被说出口的“酒桌OS”转化为可被看见、被讨论的内容，让饮酒回到更轻松、更自在的状态。从百米地铁空间到三城核心大屏，舍得自在的“酒桌弹幕”为何能持续刷屏？　　这一策略的第一步，便是让消费者真正参与进来。7月地铁广告投放期间，舍得自在同步发起了线上“酒桌真心话”征集活动，并于7月10日至11日在成都世豪广场落地为期两天的线下品鉴与征集互动，吸引了大批网友分享自己的酒桌心声。近日三城大屏上滚动的每一条弹幕，都是从这些真实心声中精选而出，让消费者的真心话被更多人看见。当行人看到的是一句恰好替自己说出口的话，分享欲也随之被点燃。一次充满真实感的户外投放，就此拥有了社交货币的传播势能。从百米地铁空间到三城核心大屏，舍得自在的“酒桌弹幕”为何能持续刷屏？　　值得注意的是，舍得自在没有用一套内容打天下，而是针对三城不同的地域文化，分别匹配了对应的弹幕内容。

二 | 于是，成都大屏上出现的是“本来就没几个晴天，喝个酒别老想着阴我了”式的幽默，天津大屏滚动的是“喝酒嘛，不就图个自在，介是天津地义的事儿”式的逗趣，济南大屏亮起的是“喝酒别为难自己，要学会爱你老济”式的实在。　　UGC精选呈现“真心话”，地域差异化让内容“说本地话”。两者叠加，使这次大屏投放不是品牌的自说自话，而是一次消费者真实参与、有地域记忆点的精准沟通。当多数品牌还在苦心雕琢自己想说的话，舍得自在选择后退一步，用核心广告位表达消费者心声。这种看似“让出C位”的做法，恰恰让品牌成为了消费者真实情绪载体，而“被消费者认可”，比“被消费者看到”更难。

三 | 　　从态度输出到内容共创　　舍得自在的“酒桌弹幕”进阶之路　　低度酒赛道正处于扩容与内卷并存的阶段，如何建立更清晰的品牌心智，如何占据更高频的消费场景，是所有玩家的必答题。舍得自在从社交场景和情绪价值切入，把“自在饮酒”从产品卖点做成情绪标签，正在走出一条差异化进阶路径。从百米地铁空间到三城核心大屏，舍得自在的“酒桌弹幕”为何能持续刷屏？　　拉长时间线来看，舍得自在今年以来围绕“自在饮酒”持续构建内容资产。首先，立态度。

四 | 4月7日，舍得自在官宣马东为品牌代言人，TVC《什么是自在》用“不喝撑场面的酒、不喝有压力的酒、不喝挖坑的酒”三句否定式表达，把长期没人说透的酒桌不适感摆上台面，传递“今天喝个自在”的主张。接着，建场景，7月10日，“如果酒桌有弹幕”百米广告落地成都大源地铁站，“场面话+弹幕翻译”的双层叙事把抽象主张变成可感知的体验，并联动世豪广场品鉴活动与美团歪马送酒，打通从情绪触达到消费转化的闭环。再者，递话筒。8月三城大屏上，品牌退居幕后，真实消费者UGC成为主角——创意主体从品牌变成消费者，传播从“一次事件”变成“持续生长的内容”。