An argentine instagramer asked himself this: what if (besides for our own national sides) we all cheared for/supported, together and united, a single player? And who should that player be? So he basically had a look at all the lists of players and came out with NZ's Tim Payne. No one knew who he was, he had less than 5k followers on instagram, played in a nz club and well, he thought he could use a hand. So he told everyone, and i mean, everyone to start commenting, replying, liking, sharing, etc everything and anything about Tim Payne. And people took it seriously. In 2-3 days he went from 4 thousand followers to 4,5 million. People, from unknowns to pretty popular people were making videos about exchanging his panini for Messi's plus a few others (jokingly i presume), they NZ footie social media team jumped in too and made a few videos.
Oddly enough, this happened just before NZ played Haiti, so quite a few were actually watching the game.