Google becomes sponsor of Emily in Paris on Netflix and will offer interactive fashion with Google Lens

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Google has taken a step further into the world of entertainment by becoming the main sponsor of the popular Netflix series Emily in Paris . This advertising deal, which is featured in the just-released fourth season, marks the first time that a main sponsor has covered previous seasons on Netflix. This collaboration is notable not only for its scope, but also for its focus on interactive shopping, integrating Google technology into the viewer experience.

One of the most notable features of this alliance is the integration of Google Lens, a tool that allows users to scan the looks of Emily Cooper, the main character of the series played by Lily Collins, and be directed to similar fashion products that they can buy online. This feature will be available to all Netflix subscribers.

For those users who come across Netflix’s advertising plan, the partnership includes paused ads that encourage users to use Google Lens to explore and purchase clothing, as well as personalized 15-second ads starring Lily Collins. In these ads, Collins reprises her role as Emily, using Google Lens to make fashion research easier.

Google in the world of entertainment
This collaboration between Google and Emily in Paris is not limited to the television screen, as the tech giant also sponsored a special event in Los Angeles to mark the premiere of the fourth season, where attendees could scan fashion outfits and participate in activities to win a trip to Paris.

This partnership with Google undoubtedly represents a significant expansion for Netflix into the realm of interactive content, an area the streaming giant has been investing in since launching its advertising arm two years ago. While Netflix has previously collaborated on custom marketing campaigns with other brands, such as Domino's for Stranger Things and Old Spice for The Witcher , this is the first time a lead sponsor has covered both new and archive content.

Stephanie Horton, Senior Director of Global Consumer Marketing and Commerce at Google , expressed her excitement about the collaboration: “We’re thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping straight to your screen. With Google Lens, you can turn your TV screen into your personal runway and effortlessly shop fashion from around the world in one place.”

Magno Herran, Vice President of Marketing Partnerships at Netflix, said: “It’s been incredibly fun and exciting to bring this campaign to life, with the perfect partnership between Netflix’s fan-favorite series Emily in Paris and Shop with Google. This collaboration offers our members a creative and entertaining experience, and shows our partners the breadth with which we can build these unique opportunities with them.”

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