The Heated Rivalry Lesson: Tony Chapman on Fear Versus Opportunity

Recommendation economy power: you nibble at content once and algorithms feed you that forever. You're a hungry fish and they've got the fattest, juiciest worm. Amazon knows this so well they're testing sending you parcels you never ordered, betting their data knows you want it or you're running out. The return rate is no different than items you actually requested. That's how strong the data is getting in terms of having you sing and dance like a yo-yo.

Canada Dry appeared throughout Heated Rivalry, the number one show in the country. Viewers kept asking where to buy what they saw on screen. Province of Canada made the white fleece immediately with tongue-in-cheek marketing. Canada Dry did nothing. Tony Chapman imagines the boardroom: someone young pitches going after this fantastic content, then Dylan Mulvaney and Bud Light enter the conversation and fear wins over awareness. Culture eats strategy for breakfast when that happens.

The show itself is Romeo and Juliet, West Side Story, two people from opposing sides who fall in love despite society's conventions. In this case, hockey players from rival teams. It only becomes about sexuality if you make it about that. Streaming services that can't carry Heated Rivalry created "heated rivalries" categories anyway, keeping viewers on their platforms by recommending similar content. The algorithm knows what you want before you do.

Topics: recommendation economy, brand opportunities, heated rivalry, cultural marketing, Canada Dry

GUEST: Tony Chapman | http://chatterthatmatters.ca

Originally aired on 2026-01-28

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