HOW IT HAPPENED
@elscarso posts a challenge: “Let's make the least-known World Cup player famous.” Tim Payne has 4,700 followers.
The internet explodes. 500K+ new followers. Every football account on Instagram is talking about Tim Payne.
Major media picks it up. ESPN, GOAL, FIFA official. He surpasses 1.5 million. The phenomenon is unstoppable.
2.5 million followers. Tim Payne responds in Spanish. The movement has a name: Payniacs.