Grey Goose Vodka's first foray into mobile marketing was seen as an attempt to "rebuild their digital ecosystem in the whole," Ken Erke, executive creative director at Grey Goose's site designer R/GA Chicago, tells Mobile Marketer.
The company hopes to create a cross-channel experience that allows consumers to engage with Grey Goose wherever they are. Thus, its campaign was optimized for smartphones as well as tablets, with HTML5 technology used so the site adapts to whatever device it's on.
Matt Marcus, executive creative director at R/GA Chicago, explains that he has seen a difference in what viewers click on, depending on their device.
"We are seeing higher viewing in our cocktail section on tablet devices," Marcus told the news source. "On the mobile device, the events section has higher viewing than desktop or tablet."
On the site, users can view information about the brand's history, as well as imagery, cocktail recipes, events and premium video content that includes clips from the Sundance Channel's "Iconoclasts" show.
Goose, a long-time promotional partner of the U.S. Open, created an SMS-based call-to-action campaign in August that allowed consumers to opt-in to receive messages and enter to win prizes, the news source notes in a separate article.