Netflix and Google have unveiled a groundbreaking new feature that brings a shopping experience directly into the world of their hit series, Emily in Paris.
The heart of this feature lies in the partnership between Netflix and Google, utilizing Google Lens technology. Here’s how it works:
- Scan and shop: As viewers watch Emily in Paris, they can use Google Lens on their mobile devices to scan fashion items worn by the characters. This could be anything from Emily’s stylish dresses to her chic accessories.
- Find similar items: Once an item is scanned, Google Lens identifies it and provides a list of similar products available for purchase. This process transforms the show into an interactive shopping experience, allowing fans to access and shop the fashion they see on screen directly.
When viewers pause the show, a shoppable ad pops up. This ad features the outfit or item currently being worn by the character on screen. Users can scan this ad with Google Lens to be redirected to a shopping page where they can purchase similar items.
For those watching on the ad-supported tier, there are 15-second ads that feature Lily Collins (Emily) demonstrating how Google Lens can be used to shop the show’s fashion. These ads not only promote the feature but also showcase the convenience of shopping through Google Lens.
This is the first time Netflix has used co-branded pause ads with a partner. These ads feature Google branding alongside the Netflix content, marking a significant step in Netflix’s approach to integrating advertising with its programming.
A new approach to online shopping & marketing
The integration of shoppable features into Emily in Paris is a game-changer. It offers a fresh and engaging way for brands to connect with viewers. By using Google Lens technology, advertisers can reach consumers directly through the content they love. This innovative approach enhances brand visibility and provides a more interactive and memorable advertising experience. It’s a strategic move that leverages the show’s popularity to drive consumer engagement and create a more effective marketing campaign.
Also, it simplifies the buying process by allowing viewers to shop directly from the show. Consumers can scan fashion items they see on screen and immediately find similar products to purchase. This seamless shopping experience reduces the effort required to make a purchase and increases the likelihood of buying. By combining entertainment with shopping, it makes discovering and buying products easier and more enjoyable. This method also personalizes the shopping experience, as viewers receive recommendations based on their interests, enhancing their overall satisfaction.
