As reported by PWInsider, WWE's decision to have Kevin Owens turn heel on WWE Champion Cody Rhodes in an "off-camera" segment was done in an effort to make it a viral moment. WWE went into the angle knowing that fans would film the confrontation and share it on social media,

WWE's storytelling extended beyond the pay-per-view cameras on Saturday night. Smartphone footage captured a heated conversation turned violent between Cody Rhodes and Kevin Owens after WWE Bad Blood went off the air on Saturday.

CM Punk and Drew McIntyre meeting in a Hell in a Cell match, and Cody Rhodes and Roman Reigns putting their differences as

Kevin Owens returned to "WWE SmackDown" to double down on turning on Cody Rhodes at Bad Blood and beat down Randy Orton backstage following the confrontation.