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Those DoorDash and T-Pain World Cup tweets were a “partnership.”
Over the weekend, the DoorDash X account posted repeatedly about the World Cup, but instead of tagging New Zealand soccer player Tim Payne, the account tagged musician T-Pain — who responded accordingly. The posts had no indication that they were an ad (as the Federal Trade Commission requires).
I asked DoorDash if this was a coordinated effort and whether T-Pain was paid for his posts. Head of social Zaria Parvez said in an email that the company noticed Payne was a fan favorite and happened to share a nearly identical name with T-Pain. “So, in partnership with T-Pain, we executed a fun campaign to connect fans from around the world and remind people that DoorDash has whatever they need throughout the World Cup.”
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