The latest issue of Sports Illustrated features the Ford Mustang with a swimsuit model, but you can’t see her face. The rabbit hole deepens when you search her name: Dalena Henriques. You will find that there is no information about her on the web. That’s because she doesn’t exist.
Ford is using the allure created by this mystery model to advertise the Mustang. The hook? Use a faceless model with a name you have never heard to draw your attention enough to search for her online. That search leads to dalenahenriques.com where all you access is more pictures of the Mustang.
Using a Jane Doe, however, is one hell of a wily marketing tactic.