Shop Like Emily Cooper: Google and Netflix’s Groundbreaking Partnership
If you’ve ever found yourself swooning over Emily Cooper’s chic outfits in Emily in Paris, you’re in luck! Thanks to a groundbreaking partnership between Netflix and Google, dressing like the fashionable character played by Lily Collins is now just a Google Lens scan away.
What’s the Deal?
In a first-of-its-kind collaboration, Google has become the title sponsor of Emily in Paris, not just for the newly released season four, but also for all previous seasons. This partnership marks the first time that Netflix has brought on a title sponsor for its library content, showcasing the strength of the deal.
But that’s not all. This tie-up goes beyond just a name on a banner. Google and Netflix have introduced several innovative features to enhance the viewing and shopping experience:
- Google Lens Shopping: All Netflix members, whether they’re on the ad-supported plan or not, can now use Google Lens to scan Emily’s stylish looks directly from their screens. This feature then directs users to similar fashion items that they can purchase, making it easier than ever to recreate Emily’s iconic style.
- Ad-Supported Plan Perks: For those on the ad-supported Netflix plan, the partnership includes special pause ads that encourage viewers to use Google Lens during the show. Additionally, 15-second commercial spots will air, starring Lily Collins as Emily, demonstrating how to use Google Lens for fashion shopping. These ads blend seamlessly with the content, making the experience feel organic rather than intrusive.
The Impact on Shoppable Content
This collaboration represents a significant step forward for shoppable content on Netflix. While the streaming giant has experimented with co-marketing campaigns before—such as partnerships with Domino’s for Stranger Things and Old Spice for The Witcher—the Google partnership pushes the boundaries even further.
The introduction of title sponsorship for library titles, as well as the integration of shopping technology like Google Lens, highlights Netflix’s growing interest in merging entertainment with commerce. It’s not just about watching your favorite shows anymore; it’s about interacting with them in new and exciting ways.
A Real-Life Runway Experience
To celebrate the launch of season four, Google also sponsored a pop-up event in Los Angeles. Attendees had the opportunity to scan outfits from the show and find similar items to purchase. But the excitement didn’t stop there—some lucky fans even won a trip to Paris by participating in interactive activities at the event.
This pop-up event wasn’t just a promotional stunt; it was a glimpse into the future of how we might shop. Imagine attending a premiere event, scanning outfits with your phone, and immediately being able to purchase them. It’s a seamless blend of physical and digital experiences that could redefine how brands engage with consumers.
The Future of TV Shopping
Stephanie Horton, Google’s senior director of global consumer marketing & commerce, expressed her excitement about the partnership, saying, “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 sentiment was echoed by Magno Herran, Netflix’s VP of Marketing Partnerships, who added, “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.”
These statements underscore the potential of this collaboration to change how we interact with content. No longer is shopping limited to separate apps or websites; now, it’s integrated directly into the shows we love. This could be just the beginning of a new era where entertainment and e-commerce merge, offering viewers an even more immersive experience.
Conclusion
The partnership between Netflix and Google is more than just a marketing strategy—it’s a glimpse into the future of television and shopping. By combining the popularity of Emily in Paris with Google’s cutting-edge technology, viewers are now able to interact with the show in ways that were previously unimaginable.
So, the next time you’re watching Emily in Paris, don’t just sit back and admire the fashion. Grab your phone, open Google Lens, and start shopping! Who knows, you might just find your new favorite outfit inspired by the streets of Paris.
