Want to dress like Emily Cooper in the Netflix series Emily In Paris? Netflix and Google have struck a deal to help make that happen.
In a multifaceted partnership deal, Google will become the title sponsor of Emily In Paris, including the just-released season four, as well as earlier seasons (the first time Netflix library seasons have gained a title sponsor).
In addition, all Netflix members (regardless of whether they are on the advertising plan or not) will be able to use Google Lens to scan Emily’s looks from the season and be directed to similar fashion items that they can purchase.
For users on the ad plan, the partnership will include the title sponsorship, pause ads that encourage users to use Google Lens to scan the screen, and 15-second commercial spots, which will see Lily Collins reprise her role as Emily using Google Lens to help with fashion shopping.
Google also sponsored a pop-up event in Los Angeles tied to the season four premiere in which attendees could scan outfits to look for similar options, with others answering questions to win a trip to Paris.
The Google partnership marks a significant expansion into the shoppable content arena for Netflix, which launched its ad tier two years ago. The streaming giant has worked on custom co-marketing campaigns before, however, including deals with Domino’s for Stranger Things; Geico and Leo, and Old Spice and The Witcher. It has also had title sponsors for new seasons of shows, though the Google partnership expands that offering to library titles.
“We’re thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping directly to your screen,” said Stephanie Horton, Google’s senior director of global consumer marketing & commerce. “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.”
“This campaign has been incredibly fun and exciting to bring to life, with the seamless partnership between Netflix’s fan-favorite series Emily in Paris and Shop with Google,” added Magno Herran, VP of Marketing Partnerships “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.”