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,

Triple H responds to Kevin Owens attacking Cody Rhodes following WWE Bad Blood. In the main event, Rhodes and Roman Reigns beat Solo Sikoa and Jacob Fatu. After the match, fans on social media shared footage of Owens confronting and attacking Rhodes in the parking lot.