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.
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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.
