Emily in Paris: Fashion meets technology in a groundbreaking partnership
A new way to shop Emily’s style
Fans of the hit series Emily in Paris are in for a treat. Netflix has teamed up with Google to make it easier than ever to emulate Emily’s chic wardrobe. This innovative collaboration allows viewers to scan Emily’s outfits from season four using Google Lens, a feature that enables image searches on the web. By simply scanning her looks, fans can find similar pieces and add them to their own collections.
For those using Netflix’s ad-supported tier, the experience is even more interactive. Special “pause ads” will prompt viewers to scan an image on the screen, directing them to a dedicated shopping page showcasing Emily’s clothes and accessories. These ads will also highlight Emily’s knack for photography, adding another layer of engagement for fans.
The power of organic engagement
Magno Herran, Netflix’s vice president of marketing partnerships, emphasizes the unique nature of this collaboration. “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,” he says.
This partnership is a first for Netflix in several ways. It’s the first time the streaming giant has allowed a sponsor to co-brand a pause ad and the first time it has permitted title sponsorships on its library content. This move marks a significant shift in Netflix’s approach to advertising, which has traditionally been more reserved compared to its competitors.
Navigating the new advertising landscape
While companies like Disney, NBC, and Warner Bros. Discovery have been selling commercials for decades, Netflix is relatively new to the game. The streaming service officially launched its ad platform in 2022 and has faced some challenges in convincing advertisers and media agencies of its value. Some media buyers have been hesitant, citing Netflix’s higher-than-average CPMs (cost per thousand impressions) in recent negotiations.
However, Netflix is adapting to these market dynamics by focusing more on offers that integrate products or services closely with the content. This strategy, known as “product placement” or “branded content,” is becoming increasingly popular. For instance, Coca-Cola revived New Coke for a season of Stranger Things, and Procter & Gamble’s Old Spice introduced quirky scents for The Witcher.
A seamless shopping experience
Stephanie Horton, Google’s senior director of global consumer marketing and commerce, is excited about the partnership. “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,” she says. “Simply snap a photo with your phone, and unlock a world of style and inspiration.”
This collaboration not only enhances the viewing experience but also bridges the gap between entertainment and e-commerce. By integrating shopping directly into the show, Netflix and Google are setting a new standard for interactive content.
The future of interactive content
As streaming services continue to evolve, partnerships like this one between Netflix and Google are likely to become more common. They offer a win-win situation: viewers get a more immersive and interactive experience, while brands gain a unique platform to reach their target audience.
For fans of Emily in Paris, this means more than just watching their favorite show. It means stepping into Emily’s world and making her style their own. Whether you’re a fashion enthusiast or simply love the series, this new feature is sure to enhance your viewing experience.
To explore Emily’s style and start shopping, check out the Emily in Paris trailer.
This innovative approach to content and commerce integration is a testament to the ever-evolving landscape of streaming services. As technology continues to advance, the possibilities for interactive and engaging content are endless. For now, fans can enjoy the best of both worlds: binge-watching their favorite series and shopping the latest trends, all from the comfort of their own homes.