Maybe I missed the point of viral marketing but you generally have to give people an idea of what your hashtag is supposed to mean before you ask people to stick it at the end of every tweet that they post.
However, that’s what Girls’ Generation is trying to do with its’ purposefully vague hashtag campaign, #catchGG.
It sounds like the group may be trying out a religious approach to the whole thing, calling upon Sones to hashtag-pray with enough fervor to make SNSD materialize out of internet-air.
There isn’t much information yet on what #catchGG is yet, but it seems like once you start tagging your posts through #catchGG, there will be something special. Jessica explains that it’s a sign to connect the girls to their fans, and Tiffany invites fans to ‘catch’ the girls through the hashtag.
Maybe the appeal of Girls’ Generation is so strong that the group can just pull a rather awkward hashtag (seriously, #catchGG sounds like an awareness campaign for an STD) out of its proverbial rear end and watch the thing spread like wildfire, even with the phrase having virtually no meaning right now.
At the very least, the campaign gives the world more Jessica Jung, something which is always welcomed and worth several thousand #catchGG’s I reckon.