Google has been named title sponsor of Netflix’s hit series “Emily in Paris” as its fourth season premieres in two parts.
The big tech partnership will allow fans (on all Netflix plans) to leverage Google Lens technology to scan Emily’s looks throughout Season 4 and find similar items that match her style.
Netflix members can use Lens in the Google app on their mobile or tablet device to scan the title character’s style and be guided to similar outfits.
The first five episodes of season 4 will begin streaming on Thursday, with the final five scheduled to arrive in September.
The Netflix-Google partnership, which is the first to feature a title sponsor, also includes a custom feature within Netflix’s ad-supported plans. When a pause ad appears during a show, members will be prompted to use Google Lens to scan the image on their screen, which will take them to a shopping page where similar products are available. This marks the first time Netflix has partnered on co-branded pause ad creative.
The 15-second custom spots will co-brand the shopping features and programming.
Netflix launched advertising about two years ago and has made it a strategic priority, with Wall Street analysts seeing it as a multibillion-dollar revenue opportunity.
“We’re thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping straight to your screen. With Google Lens, you can turn your TV screen into your own personal runway, making it easy to shop fashion from around the world in one place. Just take a photo with your phone to open up a world of style and inspiration,” said Stephanie Houghton, senior director, Global Consumer Marketing & Commerce, Google.
“This campaign was incredibly fun and inspiring, brought to life through a seamless partnership between Netflix’s fan-favorite series ‘Emily in Paris’ and Shop with Google. By organically tapping into the show’s fanbase and leveraging an engaging format, we were able to create a creative and entertaining experience for our members and show our partners the breadth of unique opportunities we can build with them,” said Magno Herran, VP of Marketing Partnerships.
