Netflix has just announced its newest partnership, joining forces with Google to create an "Emily in Paris"-themed shopping experience.
To celebrate the latest season premiere of the trending show, Netflix viewers will be able to use Google Lens to scan Emily's outfits throughout the entire fourth season.
The app will then suggest similar outfits and styles that users can check out.
Additionally, users with ad-supported plans will receive interactive or shoppable pause ads starring Lily Collins as Emily.
The ads will then prompt viewers to scan their screens using Google Lens, leading them to a special shopping page featuring Emily's threads.
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This marks the first time Netflix has partnered with another brand on pause ads.
The campaign also includes custom 15-second spots for the search giant featuring Emily.
Google's title sponsorship reportedly extends to all seasons of the show, which is another first for Netflix.
"We're thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping directly to your screen," Google Senior Director of Global Consumer Marketing and Commerce Stephanie Horton said in a statement.
She continued by highlighting Google Lens' ability to turn a TV show into a personal fashion lookbook.
Google also launched a pop-up experience in Los Angeles, encouraging fans to discover new outfits with Google Lens while also giving them a chance to win a trip to Paris.
The new ad partnership will unfold across Netflix and Google for the foreseeable future.
Interactive or shoppable ads are a new form of connected TV advertising that pops up while a show or movie is paused.
By leveraging the dead air that occurs while a show is paused, advertisers can find more opportunities to share their products.
Emily is Everywhere
The first half of Emily in Paris premiered on August 15, while the remaining five episodes will launch on September 12.
The fan-favorite show is about Emily, an American marketing executive who manages to land her dream job in Paris.
Initially launched on Netflix in 2020, the show was nominated for two Golden Globes in 2021 and was the streaming service's most-watched show in 2022.
The show continues to stay strong, with the season 4 official trailer being viewed 2.4 million times on YouTube alone.
Another testament to its popularity is Netflix launching an interactive story-centric game based on "Emily in Paris."
Collins appeared at the season 4 premiere in Los Angeles earlier this week, alongside co-stars Ashley Park, Lucien Laviscount, and more.
"Emily In Paris: Netflix Stories" is available for download on iOS and Android phones.
Earlier this week, the show also launched a global campaign in partnership with ice cream brand Häagen-Dazs that features limited-edition packaging on two fan-favorite flavors: strawberry and salted caramel.
Editing by Katherine 'Makkie' Maclang
