Do you want to dress like Emily Cooper in the Netflix series? Emily in Paris– Netflix and Google have made a deal to make this possible.
As part of a multifaceted partnership, Google will be the title sponsor of Emily in Parisincluding the just-released fourth season as well as previous seasons (the first time that seasons from the Netflix library have received a title sponsor).
Additionally, all Netflix members (whether they participate in the promotional plan or not) can use Google Lens to scan Emily’s looks from the season and will be directed to similar fashion items they can purchase.
For those on the advertising plan, the partnership includes title sponsorship, paused ads that prompt users to scan the screen with Google Lens, and 15-second spots featuring Lily Collins reprising her role as Emily, who uses Google Lens to shop for fashion.
Google also sponsored a pop-up event in Los Angeles in conjunction with the season four premiere, where attendees could scan outfits to search for similar options and answer other questions for a chance to win a trip to Paris.
The partnership with Google represents a significant expansion of the scope of purchasable content for Netflix, which launched its advertising platform two years ago. However, the streaming giant has previously worked on bespoke co-marketing campaigns, including deals with Domino’s for Stranger Things; Geico and Lionand Old Spice and The SorcererThere have also been title sponsors for new seasons of series, although the partnership with Google extends this offering to library titles.
“We are very pleased to partner with Netflix and Emily in Paris to bring the fun of shopping right to your screen,” said Stephanie Horton, Senior Director of Global Consumer Marketing & Commerce at Google. “With Google Lens, you can turn your TV screen into your own personal runway – and effortlessly shop the world’s fashion in one place. Just snap a photo with your phone and unlock a world of style and inspiration.”
“It has been incredibly fun and exciting to bring this campaign to life thanks to the seamless partnership between the fan-favorite Netflix series Emily in Paris and Shop with Google,” added Magno Herran, VP of Marketing Partnerships. “By naturally appealing to the show’s fan base and using engaging formats, we’re providing a creative and fun experience for our members and showing our partners the scale at which we can build these unique opportunities with them.”
