Netflix’s ‘Emily In Paris’ To Feature Google Lens Shopping Feature In Novel Sponsorship Deal

deadline.com:

Google has come aboard Netflix‘s Emily in Paris as title sponsor as the hit series debuts Season 4 in two batches. The Big Tech team-up will let fans (on all Netflix plans) leverage the Google Lens technology to scan Emily’s looks throughout Season 4 and find similar items to match her style.

Netflix members can use the Lens on the Google app on their mobile or tablet device to scan the title character’s styles to be directed to similar fashions.

The first five episodes of Season 4 started streaming Thursday, with the final five coming in September. The Netflix-Google’s partnership, which is the first time a title sponsor has been named, also includes custom features within Netflix’s ad-supported plan.

When a pause ad appears during the program, it encourages members to scan the image on screen using Google Lens. Doing so directs them to a shopping page with similar items for sale.