An online campaign launched by Argentinian football influencer Valen Scarsini on Friday turned anonymous New Zealand defender Tim Payne into a viral internet sensation ahead of the World Cup.
Scarsini, known online as El Scarso, identified the 32-year-old Wellington Phoenix player as the least-known footballer in the tournament based on his social media following.
Payne's Instagram followers quickly surged from 4,715 to over one million, surpassing national captain Chris Wood's following sixfold.
The versatile defender has made 50 appearances for New Zealand, recording three goals and eight assists.
Fans responded to the challenge by flooding Payne's social media accounts with comments, creating a tribute song in Spanish, and altering his Wikipedia profile to label him one of the best players in the world.
Campaign Launch and Viral Spread
"There are only a few days left before the World Cup starts and we are all waiting to cheer for our national team, but what if there was a player who united us all, a footballer we all support regardless of their nationality?"
asked Scarsini.
Scarsini analyzed every roster for the tournament in Canada, the United States, and Mexico before selecting the New Zealand right-back for the internet challenge.
"I searched through all the national teams playing in the World Cup for the least known one and after analysing them one by one I found him.
In group G, in New Zealand, there is Tim Payne. He really is the least known.
He doesn't even have 5,000 followers," he stated.
The social media push urged followers to actively post about the defender online and share photos of his official tournament trading sticker.
"We have to start making videos feeding the legend of Tim Payne. If you have the World Cup [sticker] album, upload a photo with his sticker.
The goal is to see how many people know Tim Payne before the World Cup starts," Scarsini requested.
Following the massive influx of interactions, Scarsini noted that the campaign had exceeded his expectations and suggested creating a permanent nickname for the defender.
"Tim Payne's thing got out of control. I'd like us to give him a nickname.
He's already the player of the Cup," he confessed.
Payne's Response and World Cup Outlook
Payne noticed the sudden surge in his notifications and sent a direct message to Scarsini to express his gratitude for the global attention.
"Was wondering why my socials were blowing up and found your post, man," remarked Payne.
The Auckland-born player added that the past 48 hours had been incredible and noted his pride in playing for the national squad.
"I just want to say a massive thank you first to you Valen. It's been a pretty crazy 48 hours to say the least.
I just wanted to also express that I'm very grateful to be representing my country and I appreciate all the love from all around the world," he shared.
New Zealand is entering its third World Cup tournament, having previously qualified in 1982 and 2010.
The All Whites are scheduled to play in Group G against Belgium, Iran, and Egypt as they chase their first-ever World Cup victory.
