3. Take more shots
“It is clearly a word-of-mouth sensation.” – Casey Bloys, chairman and CEO of HBO and HBO Max
Heated Rivalry was made on a modest budget with relatively unknown actors, filmed in Canada, and supported by limited marketing. Its success proves cultural momentum and fan engagement outweigh flashy spending. Marketers often aim for “too big to fail” projects, diluting creativity to “hit every quadrant.” But taking more creative risks on smaller, targeted stories allows for authentic content with universal appeal.
4. Trust your creators
“They clearly know what they’re doing.” – Casey Bloys
Tierney credits Crave’s Canadian executives for funding the series without “death by a thousand studio notes.” And rightfully so. One potential collaborator reportedly suggested adding a female protagonist to broaden appeal. Too often, marketers micromanage creators instead of trusting their expertise. Tierney has proven success with Letterkenny and Shoresy. It’s also a two-way street, and Tierney has confirmed that Heated Rivalry’s Season 2 budget will remain modest, ensuring he can retain creative control.
5. Real, complex inclusion
“Heated Rivalry’s Shane is autistic. If you didn’t notice, that’s the point.” – CBC Headline
Heated Rivalry doesn’t just focus on LGBTQ+ themes—it reflects intersectional stories. It portrays a Russian immigrant’s struggles, the lack of Asian representation in hockey, and includes Black, trans, and Latinx characters. The main character Shane is coded as autistic, but it’s never explicitly stated. For some, it’s deeply resonant; for others, it goes unnoticed. Inclusion feels natural, not performative—a model for marketers looking to connect with wider audiences. And it’s effective: one out of every dozen comments on Twitter/Reddit (via Tubular/WS A&I) includes a mention of “inclusion,” “representation,” and “feeling seen.”
6. Provoke, but follow through
“Come for the hot sex, stay for the warm love.” – Hudson Williams (Actor)
Headlines have underlined the show’s spice and nudity level, but it’s hardly racier than Bridgerton, Industry, or Outlander. It’s just different. Importantly, intimacy is not gratuitous but central to a plot that culminates in a satisfying happily ever after. Similarly, in marketing, you can lead with bold or provocative elements, but meaningful substance and a connection to your story is what drives long-term engagement.
