Grey Goose Mobile
Situation
Grey Goose is a super-premium luxury brand—and needed to be seen as a forward-thinking leader in the category. They hired Maverick Digital to bring their digital properties in line with the global brand vision.
Grey Goose wanted to deepen its customers’ brand experience at their events—allowing customers more opportunity to interact with the brand without cluttering up the events with kiosks and models looking to capture user data.
Grey Goose’s existing digital properties were designed for the desktop. Maverick Digital recognized that the target market relied heavily on Smartphones; Grey Goose customers used their mobile devices far more often than desktop computers to access the Internet, run apps, and check emails.
Solution
Maverick immediately recognized that Grey Goose’s customers are heavy iPhone users—and made a conscious decision to build this site specifically for the iPhone, delivering an outstanding, mobile web experience to the palm of the user’s hand.
The mobile site provided opportunities for customers to interact with the brand in real time at Grey Goose events—encouraging engagement through Twitter hashtag campaigns and QR codes. The site offered user engagement at classic events like the Kentucky Derby, the PGA Tour and the Oscars by delivering cocktail recipes with built-in share features, offering users SMS VIP opportunities and exclusive footage of Grey Goose events.
With this mobile site, Grey Goose didn’t just have to hope customers would check them out online after the event. They could be assured their target audience was checking them out in real time at the events—deepening the brand experience.
Results
The Grey Goose mobile site dramatically outperformed the website over two holiday periods—a historic first within the entire Bacardi product portfolio.
Grey Goose Mobile Site - Holiday 2009-10 - Mobile Ad Buy with Yahoo!
- More than 90,000 visits and 157,000 page views
- 22,000 visits from Google searches
- 34,000 referral visits from banner advertising on other sites.
- More than 4,000 visits on Dec 31st*
*Results achieved during special New Years Eve campaign to drive traffic, providing incredible traction on one of the biggest nights of the year for alcohol consumption. Visitors to the mobile site were most likely in-store, signifying brand engagement close to point of purchase.
Grey Goose Mobile Site - Holiday 2008-09
- 62,000+ Visitors and over 121,000 page views
- 5,200 subscriptions for SMS Updates
- 320 videos delivered to mobile devices
