For this year’s Sports Illustrated Swimsuit Edition, two car companies created unique ad campaigns specifically for the issue, but also extended those print campaign into the online and mobile world through unique added content: Ford, and Lexus.
Ford’s ad for the new 2013 Mustang featured a tease of a model named Dalena Henriques. She only appears once in the magazine, in Ford’s ad, which is odd since most models make repeat appearances throughout the issue. However, there’s a good reason for this oddity: Dalena Henriques is a made-up model that Ford created for their swimsuit spread.
Ford was counting on readers to search for more of Dalena by firing up Google and searching for her name, since that search would more than likely end at DalenaHenriques.com, the only site that existed for this made-up model.
On the site is a collection of additional photos of the car, each with additional, partial glimpses of