Netflix and Google have joined forces to bring a unique shopping experience to viewers of the popular series „Emily in Paris.“ This partnership introduces a shoppable integration using Google’s Lens technology, allowing viewers to scan looks on screen and find similar items to purchase. The collaboration celebrates the fashion of the show and aims to engage audiences in a new and interactive way.
The effort includes custom features within Netflix’s ad-supported plan, such as shoppable pause ads, title sponsorships, and 15-second commercials that connect „Emily in Paris“ to Shop with Google. This partnership comes at a time when Netflix’s ad-supported tier is experiencing significant growth, with a 34% increase in membership in the second quarter of the year. The ad-supported tier now accounts for over 45% of sign-ups in markets where the offering is available, showcasing the potential for advertising partnerships to drive engagement and revenue for the streaming platform.
Through the partnership, viewers can use Google’s Lens technology to scan looks worn by Emily, played by Lily Collins, and discover similar items directly on their mobile devices. This interactive feature enhances the viewing experience and allows fans to engage with the fashion of the show in a new way. Additionally, 15-second ads featuring Collins as Emily demonstrate how Google Lens can be used to explore and shop for fashion inspired by the series.
In addition to the digital integration, Netflix and Google hosted a pop-up event in Los Angeles where fans could use Google Lens to explore iconic outfits from past seasons of „Emily in Paris“ and shop the looks. The event also featured trivia questions about the show’s fashion, with attendees having the chance to win a trip to Paris. This in-person activation further connects fans to the world of the show and creates a memorable experience for viewers.
The partnership between Netflix and Google marks a strategic move for the streaming platform as it looks to expand its advertising offerings and engage audiences in new ways. By integrating brands like Google into popular content like „Emily in Paris,“ Netflix is able to create unique opportunities for both viewers and partners. This collaboration showcases the potential for brands to leverage popular shows to drive engagement and connect with audiences in a meaningful way.
Overall, the partnership between Netflix and Google for „Emily in Paris“ demonstrates the power of integrating technology and fashion into the viewing experience. By leveraging Google’s Lens technology and creating interactive shopping opportunities, the collaboration enhances the show’s appeal and engages viewers in a new and exciting way. As streaming platforms continue to evolve, partnerships like this one highlight the potential for innovative advertising strategies to drive growth and engagement in the competitive streaming landscape.