Google has joined as a sponsor of Netflix’s “Emily in Paris” series as the series begins its fourth season.
The deal allows fans (if they have a Netflix plan) to use Google Lens to scan Emily’s looks and find similar items that match her style.
Netflix members can use Lens in the Google app on their phone or tablet to scan the title character’s style and send it to similar fashionistas on the internet.
The first five episodes of season 4 began streaming on Thursday, with the final five following in September.
The agreement between Netflix and Google also applies to Netflix’s ad-supported subscription plans. When a pause ad appears during a broadcast, it encourages members to use Google Lens to scan the image on their screen, which redirects them to a shopping page where similar products are sold.
Each 15-second spot identifies the program with the co-branded shopping feature.
After its December 21, 2022, premiere, Emily’s third season earned 117.6 million hours of viewing, placing it at the top of the US English-language list. In 93 countries, the third installment was among the top 10. About the time of the third season’s launch, Season 1 also found its way back into the Top 10.
Stephanie Houghton, senior director of global consumer marketing and commerce at Google, said the project will bring “bring the joy of shopping” directly to viewers, while Magno Herran, vice president of marketing partnerships, said the collaboration “organically tapping into the fandom of the show, and leveraging engaging formats.”