It turns out T-Pain’s viral feud with DoorDash wasn’t a mistake -- it was part of the plan all along.
Over the weekend, the food delivery company repeatedly tagged the Grammy-winning singer in FIFA World Cup posts that appeared to be intended for New Zealand soccer player Tim Payne, prompting a series of confused and humorous responses from T-Pain. But according to DoorDash, the mix-up was actually part of a planned marketing campaign. T
The company’s head of social media later confirmed that DoorDash partnered with T-Pain after noticing the similarity between his name and the soccer player’s. The campaign generated plenty of attention online, though some critics have questioned why the sponsored posts were not clearly labeled as advertisements.