DoorDash wants to engage with the World Cup’s newest superstar—but it keeps entering the wrong chat

DoorDash mistakenly tagged rapper T-Pain instead of New Zealand defender Tim Payne in a social media post, drawing significant attention to the error. This incident occurred as brands attempted to capitalize on Payne's sudden surge in popularity, which began before the 2026 FIFA World Cup kickoff. Argentine influencer Valen "El Scarso" Scarsini initiated a campaign to make Payne, whom he considered the least known player in the tournament, famous, urging his fans to follow him. Payne's Instagram following rapidly grew from 5,000 to 5.9 million, surpassing the population of New Zealand. Following this viral success, numerous brands, including WhatsApp, Duolingo, and Domino's Pizza, commented on a video of Payne and Scarsini meeting, attempting to associate themselves with the player's newfound fame. DoorDash's misstep on X, where they posted "saw @TPAIN warming up. Looks like he's ready to deliver," while intending to reference Payne, highlighted the challenges brands face in navigating viral trends and accurately engaging with emerging online personalities. The company's post was made during a New Zealand game, further emphasizing the context of the World Cup.