7. The need for — and value of — joy
“This show is queer joy for adults.” – Jacob Tierney
In a bleak world, Heated Rivalry has been a balm for audiences, unabashedly embracing love and joy. Marketers often see value as transactional—solving problems—but joy itself is a value that enriches lives and strengthens emotional connections with brands.
8. Embrace the memes
“It’s very flattering to be on the receiving end of so much copyright infringement.” – Jacob Tierney
Fans have embraced Heated Rivalry with hilarious memes, song remixes, watch parties, fan edits, and homemade merch. Even the Canadian Olympic team is weighing in. Rather than shut it down, its creators are leaning into it, amplifying fandom instead of policing it. For marketers, co-creating with fans and empowering them to evangelize your brand is the way forward.
My genuine fear is that networks and producers are focused on replicating a ‘gay sports-themed show’ rather than uncovering the next underrepresented niche, where not just the quantity of people talking but the quality and intensity of their conversation have the power to fuel mainstream excitement and a viral hit. Marketers too have a similar chance to rethink how we approach culture, creativity, and community. Ignore these lessons, and you risk being frozen out—or stuck in the penalty box.
