Discover how Netflix and Google Lens are revolutionising interactive TV with shoppable content in a show and what it means for brands.
In a move that marks a significant leap forward in the integration of commerce and entertainment, Netflix has partnered with Google to introduce a shoppable experience within the hit series "Emily in Paris". This collaboration leverages Google's Lens technology to allow viewers to shop for fashion items they see on the show directly from their screens, seamlessly blending the lines between watching and shopping.
Google Lens is at the heart of this new shoppable experience. By using this visual search tool, viewers can scan scenes from "Emily in Paris" using their mobile devices and instantly find and purchase similar clothing items. This integration transforms the act of watching TV into an interactive experience where viewers can engage with content in real-time and act on their inspiration immediately.
This shoppable feature is available to all Netflix viewers, regardless of their subscription plan. Whether you're on the ad-supported tier or a premium plan, you can use Google Lens to explore the fashionable world of Emily and her Parisian adventures, making it easier than ever to bring some of that Parisian chic into your own wardrobe.
To promote this integration, Netflix and Google didn't just stop at the digital experience. They hosted a special event in Los Angeles at the Egyptian Theatre, where fans were treated to a screening of the latest season and given the opportunity to use Google Lens to explore and shop iconic outfits from the show. This event also featured recreations of key locations from the series, trivia games, and other interactive elements that brought the show's Parisian charm to life in the real world.
This in-person activation exemplifies how digital content can be extended into real-world experiences, offering fans a deeper connection to the series and its fashion.
The collaboration between Netflix and Google is more than just a gimmick; it's a strategic move in response to the evolving landscape of streaming and digital advertising. With the streaming wars intensifying, platforms like Netflix are under pressure to innovate and find new ways to attract and retain viewers. The integration of shoppable content provides a unique value proposition, setting Netflix apart from its competitors and offering advertisers a fresh, engaging way to connect with audiences.
For brands, this partnership opens up new avenues for product placement and direct-to-consumer sales. By tying their products to popular content in an organic way, brands can reach highly engaged audiences who are already invested in the characters and storylines of shows like "Emily in Paris."
The shoppable integration in "Emily in Paris" is likely just the beginning of a broader trend in the industry. As technology continues to evolve, we can expect to see more innovations that blur the lines between entertainment and commerce. Shoppable TV represents a new era of interactive viewing, where content isn't just something you watch—it's something you can actively participate in.
At Studio 34, we believe that it’s super important to stay informed of the latest updates about the digital content landscape. These kinds of interactive experiences will get bigger in the future and already are an interesting and innovative business place.
Want to learn more about how you can improve your brand? Reach out to Studio 34 today, and let's discuss how this and other developments in the world on digital marketing can be suitable for your business.
