如今随着综艺节目内容的不断丰富,各种传播表现形式更加多样立体,带给观众的感知也日趋丰富,场景式营销已成为品牌营销战场中的重要武器之一。场景说到底,就是一种心智影响力,客户都想通过场景内容本身,把消费者带入预设情境中,逐步调动他们对品牌的感知。2015年,山东电视综艺频道开始打造户外明星挑战真人秀《当红不让》,由山东本土明星组成团队挑战各种竞技项目、体验多种工作技能。节目一经播出,山东省网收视率就高达7.3%,被观众亲切地称为“山东 Nowadays, as the content of variety shows continues to be enriched, various forms of communication are more diverse and the perceptions brought to the audience are increasingly enriched. Scene-based marketing has become one of the important weapons in the brand marketing battlefield. After all, the scene is a mental influence, and customers want to bring consumers into the pre-set context and gradually mobilize their perception of the brand through the content of the scene itself. In 2015, Shandong TV Variety Channel began to create an outdoor star challenge reality show ”popular not to“ by the local star Shandong team to challenge a variety of competitive programs, experience a variety of job skills. Once the program broadcast, Shandong Province, the network ratings as high as 7.3%, affectionately known as the audience ”Shandong