In partnership with Shop with Google, Netflix is promoting the fourth season of the romance comedy-drama “Emily in Paris” using the following. It’s an effort with integrated ads and title sponsorships to help the platform attract and retain eyeballs as competition in the streaming space continues to heat up—making media buyers’ attention the most highly-coveted—as first reported by Marketing Dive.

Integrated with Netflix, the offering gives audiences across any Netflix plan access to Google’s Lens technology. But now, users will be able to scan a selection of outfits worn by Emily, played by Lily Collins, using their mobile devices, and this then opens similar items directly within their device. A pop-up event in Los Angeles was held to launch the partnership.

“It allows our members to engage in the creative and very entertaining experience organically from the fandom of the show by using engaging formats, and showcases to partners the breadth at which we can build these unique opportunities with them,” said Magno Herran, Vice President of Marketing Partnerships for Netflix, in a statement.

There are also tailored options as part of the initiative, including shoppable pause ads and title sponsorships, within Netflix’s ad-supported plan. This will be joined by 15-second commercials that link “Emily in Paris” directly to Shop with Google. This move arrives at a time when the streaming service’s ad-supported tier is said to enjoy notable growth.