Netflix weaves real-life McDonald’s campaign into storyline of Emily in Paris
Sponsorship deal will see fast food chain’s new McBaguette campaign feature in the TV show.
Emily in Paris tie up with McDonald's McBaguette / Netflix
Netflix has integrated a real-life McDonald’s campaign into the latest series of the hit show Emily in Paris as part of an innovative partnership.
The show’s lead character Emily works for the luxury French ad agency Savoir, having been hired to give an American point of view and social media skills to the traditional marketing agency.
Season 3, which lands today (December 21), sees Emily fight to win a McDonald’s account to promote the McBaguette in France. The show will weave into the storyline the campaign McDonald’s is actually prepping to run in France to promote its new product.
To accompany the show, McDonald’s is running a competition for fans of the show to win a Baguette ’It Bag’, which features in the storyline. The fast food chain has also created a bespoke Emily in Paris menu in its French franchises, with the McBaguette available as a meal deal with a hot chocolate and raspberry macaroons.
Two influencers have been tasked with directing their communities to find out more about the activation on McDonald’s Instagram page on December 27.
Emily in Paris appears to be an experimental ground for Netflix’s ad business after the show was used as its first teaser for what a pre-roll ad would look like on the service.
The unique sponsorship follows the launch of the streamers ad-funded tier Basic with Ads last month, which is focused on pre and mid-roll ads. Netflix is focused on supplementing its subscription revenue after subsequent quarters of declining subscribers.
Along with its ad tier, Netflix has a healthy branded content pipeline with shows such as Drive to Survive and Headspace Guide to Mediation. Product placement deals also feature heavily in series like Stranger Things, Money Heist and Sex Education.