'Smart and opportunistic': Says a fan about BrewDog's campaign

BrewDog has been promoting their anti-sponsor World Cup campaign stating 'First Russia, then Qatar. Can't wait for North Korea' and it has raised some controversy. Some have been praising it on social media whilst others were quick to point out its hypocrisy given that BrewDog still shows the matches in their venues. I was wondering what football fans think about the campaign and decided to pop into one of their bars and find out.

I've had a chat with two male football fans. For the purpose of this post, I am not using their names.

How do you feel about the World Cup in Qatar?

Cockerel: Football fever has kicked in, it is finally here. I am excited to see the best players become legends. It is not ideal that it is in Qatar because of their stance on human rights and corruption but I guess after all they still should have a right to organise it.

Canary: I have mixed emotions as it is a bribed world cup. In addition, it is too expensive for the fans and will the stadiums be used after the World Cup? But it is football holidays and I am happy that I can watch football every day.

Are you aware of any sponsors?

Cockerel: Mastercard, Adidas, Heineken.

Canary: Coca-Cola and Hyundai.

What about anti-sponsors?

Cockerel: Haha, obviously BrewDog.

What do you think about BrewDog's campaign?

Canary: I find it funny. I like it as it resonates with how I feel. I don't really mind they are showing the games in their bars. At the end of the day, you cannot change the fact that the hosting rights were bribed.

Cockerel: Quite smart on their behalf but also opportunistic. I think that most people in the UK will agree with them but for me they are just jumping on the band wagon. A bit hypocritical from them to still show the football in their bars. But I am just in one of their bars watching the football so obviously it won't change my opinion on them.

Based on social media debate, the BrewDog campaign has clearly been polarising. I only spoke to two football fans and already got different reactions. Anyway whether you like the BrewDog campaign or not it is pretty obvious that it was successful in cutting through the noise, generating conversation and making the brand more visible. What do you think? Thumbs up or thumbs down for this campaign?