Mobile plays a critical role in vodka brand Grey Goose?s new Web experience as the brand looks to engage with consumers wherever they are.

Grey Goose launched a new Web experience earlier this year that is optimized for smartphones as well as tablets and includes content from the Sundance Channel. Already the brand is seeing some interesting results that point to mobile?s strength in driving engagement with certain kinds of content.

?The initiative was to rebuild their digital ecosystem in the whole,? said Ken Erke, executive creative director at R/GA Chicago. ?We think mobile plays a critical role in that.?

?The goal is to find a way to allow Grey Goose to engage with its consumers wherever they are,? he said.

?We see a significant amount of traffic growing on the mobile platform and we wanted to make sure we support that.?

Photo ops
This is the brand?s first foray into mobile. Grey Goose?s digital agency of record R/GA Chicago helped design and build the new Web destination using HTML5 technology so the site adapts to whatever device is used to access it.

Results so far show that a significant number of consumers are accessing the site via a mobile device after clicking on a link from a Twitter or Facebook feed.

For example, when consumers click on a link on Facebook about one of the brand?s many events, they are brought to the events section on the mobile site.

Here, users can upload and share their own photos from various events.

?We have seen a significant bump from mobile devices in the loading of photos,? said Matt Marcus, executive creative director at R/GA Chicago.

Additionally, the conversion rate is higher for mobile through the age gate that asks consumers to verify their age before they can enter the site.

?We are seeing people who are coming into the experience on their mobile device and staying engaged enough to go through the age gate and stay engaged with the experience,? Mr. Marcus said.

There are also differences by device in how users are accessing the variety of content on the site.

?We are seeing higher viewing in our cocktail section on tablet devices,? Mr. Marcus said. ?On the mobile device, the events section has higher viewing than desktop or tablet.?

Content is king
The site offers a robust selection of content, including the brand?s history, imagery, cocktail recipes, events and premium video content.

Content from the Sundance Channel also appears on the site. Episodes of the Sundance series ?Iconoclasts? appear exclusively on the Grey Goose site the day after they premiere on the cable network.

Users can also access episodes of the Web series ?Rising Icons? from the site.

All of the content can be shared via Facebook, Twitter and Google+.

The content, which includes a lot of lifestyle photography as well as user-generated photos, is essentially the same across all platforms. However, the templates and the navigation are restructured based on what kind of device is being used to access the content.

For example, on a smartphone, site navigation is stacked as opposed to appearing on the bottom of the screen as it does for tablets and PCs.

R/GA plans to add new content to the site regularly and update with new functionality as it identifies utilities it can incorporate that will give consumers a reason to engage with the site every day.

?Our goal was to keep the experience as similar as possible across the devices so that we can participate anywhere with these consumers,? Mr. Erke said.