Rock River Capital Partners announced today its first investment–just two weeks after it closed its first fund–in Gravy, a Madison-based social shopping platform that uses gamification to turn e-commerce shopping into live mobile shopping events.

“Gravy is a disruptive e-commerce company that has the potential to reshape the way we discover and shop for new products on our mobile phones,” Rock River Capital Partners Co-Partner Andy Walker said in a statement. “We have looked at nearly 200 businesses as possible investments, and Gravy stood out as an innovative company with a strong leadership team and solid growth potential.”

The round also included funding from MSA Capital. Financial details were not disclosed.

Gravy was founded by Mark McGuire, Brian Wiegand and Craig Andler.

As previously reported, Rock River Capital Partners raised $23 million in capital commitments from more than 50 investors in its first fund.