Netflix, Google Team-Up Lets ‘Emily in Paris’ Fans Shop for Her Clothes

variety.com:

Brian Steinberg Senior TV Editor ‘Emily in Paris‘ fans who like the title character’s fashion sense will have an easier time of finding her wardrobe, thanks to a new partnership between Netflix and Google.

Netflix subscribers can scan Emily’s styles in season four and find similar pieces by scanning her looks with Google Lens, the feature that helps users do image searches on the web.

Fans who use the Netflix ad tier will also see so-called “pause ads” that prompt them top scan an image on screen that takes them to a specific “shopping” page that highlights some of Emily’s clothes and accessories.

Special commericals that run will nod to Emily’s photo talents. Google will also serve as the title sponsor of the fourth season of the series and will advertise in its previous three seasons. “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,” says Magno Herran, vice president of marketing partnerships for Netflix, in a statement.