The Montreal Screwjob's impact defined later storylines and rivalries. The WWF successfully tapped fan outrage at McMahon over the incident by creating the persona of "Mr. McMahon" — an authoritarian and arrogant heel boss who imposed his own will and authority on rebellious characters such as Stone Cold Steve Austin. Within the storylines, McMahon "screwed" such wrestlers in order to hand the title to the performer of his choice. The "Bret screwed Bret" line inspired promos that McMahon made during his feud with Austin. At , McMahon sat at ringside, placed strategically near the timekeeper, during Austin's title defense against Dude Love, which caused Austin to allude to the Montreal Screwjob during a promotional interview. At Survivor Series 1998—the first anniversary of the screwjob—McMahon's son Shane, a match referee, abandoned his on-screen rebellion against his father and allowed his father to screw Austin, by refusing to count Austin's pinfall against Mankind. The McMahons then double-crossed Mankind in his main event WWF Championship match against The Rock later that night. Just as The Rock put the Sharpshooter hold on Mankind, McMahon called for the bell to be rung, even though Mankind did not submit. The Rock was declared the winner by submission and the new WWF Champion, fully re-enacting the Hart double-cross, this time with a switch between the respective face and heel characters.