Fans of the hit Netflix series ‘Emily in Paris’ will now have a new way to emulate the fashion sense of the show’s title character, thanks to a groundbreaking partnership between Netflix and Google. This collaboration will allow viewers to easily find and shop for similar pieces to those worn by Emily in the show’s fourth season.
Netflix subscribers can now use Google Lens to scan Emily’s stylish outfits on screen and find similar items online. This innovative feature enables users to do image searches and discover where to purchase the clothing and accessories seen on the show. Additionally, viewers who use the Netflix ad tier will encounter “pause ads” that prompt them to scan an image on screen, leading them to a specific shopping page featuring Emily’s wardrobe. This interactive experience not only enhances the viewing experience but also provides fans with a direct link to shop the looks they love.
Magno Herran, vice president of marketing partnerships for Netflix, expressed excitement about the partnership, stating, “By organically tapping into the fandom of the show and leveraging engaging formats, it offers our members a creative and entertaining experience and showcases to our partners the breadth at which we can build these unique opportunities with them.” This collaboration marks a significant milestone for Netflix, as it is the first time the streaming service has allowed a sponsor to co-brand a pause ad and offer title sponsorships on library content.
While Netflix is relatively new to incorporating advertisements into its platform, the company has been under pressure to demonstrate the effectiveness of its ad platform, which officially launched in 2022. Media buyers have noted that Netflix has sought higher-than-typical CPMs in recent negotiations, but the streaming giant has been adapting to the evolving market dynamics by focusing on offers that tie products or services more closely to the content in which ads appear.
Netflix has a history of partnering with marketers to promote its original series, with notable collaborations such as Coca-Cola bringing back New Coke for “Stranger Things” and Procter & Gamble’s Old Spice creating unique scents for “The Witcher.” The partnership with Google for ‘Emily in Paris’ further solidifies Netflix’s commitment to providing engaging and innovative experiences for its viewers.
Stephanie Horton, Google’s senior director of global consumer marketing and commerce, expressed enthusiasm about the collaboration, stating, “We’re thrilled to partner with Netflix and ‘Emily in Paris’ to bring the joy of shopping directly to your screen. With Google Lens, you can turn your TV screen into your personal runway — effortlessly shopping the world’s fashion in one place. Simply snap a photo with your phone, and unlock a world of style and inspiration.”
Overall, the partnership between Netflix and Google for ‘Emily in Paris’ showcases the growing trend of integrating technology and entertainment to enhance the viewer experience. By providing fans with a seamless way to shop for the latest fashion trends seen on their favorite shows, this collaboration sets a new standard for interactive and immersive content consumption.