Diving certificate:

• Netflix and Google have teamed up to provide a shopping integration for the latest season of the streaming platform’s popular series “Emily in Paris” through Shop with Google, Marketing Dive reported.
• The partnership celebrates the fashion featured on the show and invites viewers to use Google’s Lens technology to scan looks on screen using a mobile device and find similar items. A pop-up event in Los Angeles was held to unveil the partnership.
• The initiative also includes custom features within Netflix’s ad-supported plan, including pausable ads, title sponsorships and 15-second spots linking “Emily in Paris” to Shop with Google. The initiative comes at a time when the streamer’s ad-supported offering is experiencing significant growth.

Diving insight:

Netflix is ​​using a Shop-and-Google collaboration to promote the fourth season of its romantic comedy-drama “Emily in Paris,” which premiered on the streaming platform on Aug. 15. The campaign, which also includes integrated advertising and title sponsorship, could help the platform attract and retain viewers as the streaming war heats up and competition for media buyers’ attention continues.

Through the partnership, viewers of all Netflix subscriptions Google’s Lens technology by using their mobile device to scan the looks of Emily, played by actress Lily Collins, and being taken to similar items directly on their personal devices. The whole thing is promoted through 15-second commercials visible to those on the ad-supported Netflix plan. Collins takes on her role as Emily and shows how Google Lens can be used to discover new fashion.

The initiative includes additional features within Netflix’s ad-supported plan, including shoppable break ads that prompt members to scan the on-screen image with Google Lens to be directed to a shopping page. Notably, this is the first time Netflix has collaborated on co-branded break ads. Google is also the title sponsor of the fourth season of Emily in Paris and has sponsored the previous three seasons as well, marking the first time Netflix has taken on title sponsors for existing library content.

With ad pricing models did not meet Netflix’s initial expectations, the streamer seems to be turning to other offers linking the brands to its library of popular content. Before its latest tie-up, the company previously launched co-marketing campaigns linking Geico and “Leo,” Domino’s and “Stranger Things,” and Old Spice and “The Witcher.” The connection between Google and “Emily in Paris” goes a step further, linking the show’s content directly to the functionality of Google’s Lens and Shop with Google technology.

“By naturally tapping into the show’s fan base and leveraging engaging formats, we’re providing a creative and entertaining experience for our members and showing our partners the scale at which we can build these unique opportunities with them,” said Magno Herran, vice president of marketing partnerships at Netflix, in a statement.

The companies also expanded their partnership to an in-person activation in Los Angeles, where fans could use Google Lens to explore some of the show’s iconic outfits from the past and shop the looks. The event also offered attendees the opportunity to answer trivia questions about the featured styles for a chance to win a trip to Paris.

Netflix’s efforts come at a time when the company is experiencing growth. advertising-supported tier increases its membership by 34% Second quarter quarterly comparison. Although the company did not disclose specific subscriber numbers during this period, the offering had around 40 million monthly active users worldwide in May. The ad tier, which costs $6.99 per month in the US, now accounts for over 45% of sign-ups in all markets that offer the offering. Netflix launched its ad business in 2022.